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.”