Millward Brown And ComScore Create Global Brand and Behaviour Partnership for Digital Effectiveness

Millward Brown And ComScore Create Global Brand and Behaviour Partnership for Digital Effectiveness

Millward Brown and comScore have signed a partnership designed to provide brands with an unprecedented understanding of how their digital advertising is performing.

The partnership, which includes all markets outside US, Canada and Taiwan, will enable brands and their agencies to assess the full value of their digital advertising. The combined data will also benefit publishers looking to demonstrate the power and value of their platforms to advertisers.

The two companies will combine existing best-in-class metrics to provide a unique and comprehensive dataset that delivers across three areas:

  • First, audience metrics from comScore validated Campaign Essentials (vCE) let brands and their agencies know if ads were viewable, by human eyes, in a brand-safe environment, and if the validated impressions reached the intended target audience. By identifying impressions that had the best chance to make an impact, advertisers can better identify waste and optimize delivery.
  • Second, marketers can assess the brand impact of digital campaigns through traditional brand metrics such as awareness and purchase intent. Millward Brown’s Brand Lift Insights solution will assess how attitudes to the brand have changed after exposure to digital advertising and compare results to Millward Brown’s vast global normative database. A respondent-level connection to vCE will now enable brand lift to be filtered based on metrics such as in-view impressions and free from invalid traffic.
  • The third area of the partnership  measures consumer behavior. Using comScore Action Lift™, brands can understand how their online campaigns have driven shifts in metrics such as site visits, competitive share, branded searches and online conversions.

The three elements of the partnership, individually, are proven to deliver insights that allow brands to increase campaign effectiveness. Combined, they create an incredibly powerful toolkit to help marketers determine the full value of a validated impression across all digital platforms.

“Advertisers need a comprehensive view of digital effectiveness from delivery through to impact and this partnership will enable us to provide that globally with immediate effect,” Millward Brown global brand director, digital Duncan Southgate said.

comScore SVP Strategic Partnerships Paul Goode added, “By combining the expertise of our two organisations, advertisers will have access to the best-in-class solutions to evaluate and optimise the right metrics on the impact on brand perception and consumer behavior.

“Everyone likes big numbers, but optimising campaigns for viewable impressions alone without advanced invalid traffic removal is chasing the wrong big number.”

Under the partnership, Millward Brown will resell comScore vCE and Action Lift products, while comScore will provide sales referral for Millward Brown’s Brand Lift Insights.

The companies will work together with clients and their agencies to deliver guidance on the best combination of products to help clients meet specific business objectives. To learn more about the partnership and solutions, please contact your Millward Brown or comScore representative.

Since February 2015, comScore and Kantar have brought together their complementary expertise in technology, data assets and consumer panels to develop world-class solutions in cross-media audience and campaign measurement, brand measurement and sales effect. With a number of joint offerings already launched and several more in the pipeline, the two companies are intent on creating for their clients a new standard in measuring audiences, brand strength and campaign ROI across multiple platforms.




Please login with linkedin to comment

Future Forum MyPlates YouTube

Latest News

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]