Millward Brown and Moment Systems to measure digital ads in China
CHINA— Millward Brown has signed a licensing agreement in China with Moment Systems, to provide digital ad measurement services.
Under the agreement Millward Brown will provide its clients with digital advertising monitoring system developed by Moment, using its database of around 250 million Chinese internet users. The two companies will also work together to develop new digital research and planning solutions.
Wei Zhu, CEO of Moment Systems, said: “With digital marketing, advertisers are making more demands on the transparent, continuous and innovative measurement for branding. The cooperation… will give advertisers much more confidence in their digital campaigns.”
Millward Brown said the alliance would allow it to measure reach and frequency, as well as the impact on metrics such as awareness, attitudes and purchase interests, using its existing Dynamic Logic measurement tools.