NEWS24 March 2015

Millward Brown launches digital ad copy-testing tool

News Technology UK

UK — Brand and media comms research consultancy Millward Brown has released LinkNow for Digital, a copy-testing solution for digital advertising.

The company said the fast-turnaround tool determines the performance of online video, display, Facebook and mobile creative in less than six hours and will be available through its partner ZappiStore.

LinkNow can help brands evaluate the effectiveness of their digital advertising across multiple executions. Marketers can use the new solution to validate which are the strongest digital edits to air in a particular market, establish whether a final ad will perform well in-market, and determine whether creative delivers on brand objectives.

Amanda Phillips, Millward Brown’s head of UK marketing, (pictured) said: “The rise of technologies such as programmatic have brought in a new era for creative development, but brands still need to have confidence that digital communications will engage consumers and deliver against objectives. LinkNow for Digital gives marketers a way to assess their creative using a tool that is powered by learnings from more than 2,000 digital ads and more than 10,000 digital campaigns.”