Product category:
Market research
News Release from: Millward Brown | Subject: Link360
Edited by the Marketingservicestalk Editorial
Team on 31 August 2007
Link gives advertisers total view of
campaigns
Advertisers and agencies can now predict overall effectiveness of multimedia campaigns including online video thanks to Millward Brown's Link pre-testing research.
Market research company Millward Brown has announced new capabilities to Link, its market leading advertising development suite of research tools The new tools make it easier for advertisers to understand the overall effect of their multimedia communications campaigns including online video, blogs, print, TV, radio, outdoor and online
This article was originally published on Marketingservicestalk on 2 Apr 2007 at 8.00am (UK)
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"Understanding what the total campaign effect might be before a campaign goes live and media time is bought is what every advertiser wants to know," said Dan White, director of communications research at Millward Brown.
"Most advertisers research the impact of an ad for a single channel, often the one with the most media spend, but few review the entire mix of media that the campaign will run in.
"Our Link360 solution gives them the opportunity to take a 360 degree view of the effectiveness of their total communications campaign".
He continued: "Every channel works in a different way and some channels work together, for example, recent research shows that TV advertising and online activity can complement one another very effectively and a 'hero' execution in one channel could bring a whole campaign alive.
"Understanding this interaction can help advertisers and media planners focus their creative and check that each channel is pulling its weight and playing its intended role".
Commenting on the new research tools, Chet Henderson, VP at Unilever Insight, said: "Millward Brown has done some truly impressive and game changing work here that will enable us to better understand how our multichannel campaigns can be enhanced to the benefit of the brand".
Advertisers can still conduct single-channel Link projects, but they can also plug in Link360 to determine the incremental effect of secondary media or choose Link360 alone to review all media channels in a campaign.
Millward Brown's Five Tips to Effective Communications Development.
1 Creativity pays - ads that are creative and generate an emotional rather than just a rational response are more likely to be successful.
2 Appeal to people's emotions - research from Millward Brown shows that 53 per cent of ads with the highest Awareness Indices contain only emotional messages.
Further, winners of the IPA Effectiveness Awards score nearly double the norm on Millward Brown's Awareness Index which reflects highly engaging advertising.
3 Make sure the brand message is clear - no matter how creative a campaign, it will only work for the brand if it is clear that the brand is part of the ad.
4 Choose the right channels to market - understand which channels to market - blogs, word of mouth, online, TV, radio, posters and so on - your target audience is interacting with, where and when is key to effective communications campaigns.
5 Test the campaign - test how it works across multiple media to understand whether it can be further improved to achieve your brand objectives.
LINK is used to improve the creative impact of more than 5,000 ads every year - around 13 ads every day - that's more than 45,000 ads globally in the last 20 years across more than 70 countries around the world.
More than 5 million people have been interviewed about ads using LINK.
LINK helps marketers create a stronger brand identity in their ad campaigns that can be directly associated with sales returns.
Brands that research their campaigns using LINK have increased their global brand value by 8 per cent, compared to 6 per cent by non-LINK brands.
According to the latest BrandZ Top100 ranking 35 of the Top100 most powerful brands in the world use LINK.
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