NEWS18 March 2016

Millward Brown launches fast-feedback ad testing

Innovations Media News UK

UK — Millward Brown has announced the launch of AdNow, a fast-turnaround in-market communications evaluation solution.

AdNow is designed to be used to evaluate campaign performance for multiple pieces of advertising across different media channels, in order to identify which creative is performing well in terms of driving ROI. The company claims results can be turned around in 48 hours. 

“Clients need to be able to demonstrate that consumers are responding positively to communications, especially when they are investing heavily in omni-channel campaigns which span multiple touchpoints," said Tim Wragg, CEO UK & Ireland at Kantar.

"Built upon Millward Brown’s heritage of copy-testing, and detailed data from the tracking of over 250,000 pieces of advertising worldwide, AdNow’s best-in-class metrics deliver real-time results when speed and efficiency are critical.”