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Market research
News Release from: Millward Brown | Subject: Link ad pre-testing
Edited by the Marketingservicestalk Editorial
Team on 03 March 2008
Millward Brown completes 50,000th Link
ad pre-test
After 20 years of helping advertisers optimise ad copy, Millward Brown has completed the 50,000th ad copy test using its Link pre-testing solution.
The landmark test was conducted in Indonesia for a global food client Commenting, Dan White, communications research director at Millward Brown UK, a global leader in brand, media and communications research, said
This article was originally published on Marketingservicestalk on 2 Apr 2007 at 8.00am (UK)
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TV viewing study probes online ad watching
Millward Brown has studied the effectiveness of ads on prime-time TV, DVR and the web and found that online video advertising can deliver high levels of brand engagement.
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.
"With such a large database of results about what makes ads memorable, whether the ad is associated with the brand and whether people are more likely to buy as a result, we have been able to generate some unique knowledge about how communications work.
"This informs the advice we provide to our clients and their agencies and enables them to make better brand-building decisions".
Over the last year, of the 100 most valuable brands in the world, those that use Link have grown their value by 33 per cent more than brands that have not used Link.
This incremental value amounts to nearly GBP10 billion.
Launched in 1988, Link has evolved from a predominately single medium copy test.
Today, the Link philosophy lies behind a comprehensive range of qualitative and quantitative communications optimisation solutions that helps clients and their agencies with cross-media planning by evaluating all the creative elements of a campaign.
Interesting facts about pre-testing: one in 10 ads in the Link database uses celebrity endorsement; two in every 10 ads use children.
Millward Brown tests more than 6,000 adverts from around the world every year; nearly 3,000 ads tested globally use cartoon figures.
Some 10 per cent of ads that perform exceptionally in one country fail in another.
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