NEWS7 April 2014

Millward Brown launches Link test for branded mobile apps

Data analytics North America

US — Millward Brown has extended the applications for its Link ad creative-testing solution to include branded mobile apps.

The new Link for Apps service will rollout initially in the US and Canada, and seeks to measure how apps impact on brand equity by gauging consumer response to look and feel, usability, and technical competency.

Mitzi Lorentzen, vice-president of creative development at Millward Brown, said: “As marketers develop multi-channel marketing campaigns, it is critical they understand an app’s role as part of an integrated strategy. An app, in many ways, is a piece or an extension of advertising creative, and there are familiar advertising concepts we use in Link for Apps to frame and understand the brand impact of an app.”

1 Comment

6 years ago

Replace "app" with "software" - they are interchangeable - and I'm afraid Mitzi's statement becomes......well, is there actually a word...... Quite amazing, actulally.

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