Millward Brown Launches Quick TV Copy Testing Tool

Millward Brown has launched a rapid copy-testing solution for TV, LinkNow, promising results in as few as six hours. Based on the firm's well known Link solution, the new product is available through MR app store ZappiStore.

The initial launch makes LinkNow available in the US, Mexico and Canada, the UK and Ireland, Argentina and Brazil, Australia and New Zealand, France, Germany, Spain and Turkey, and in China and Japan.

The service is MB's second on ZappiStore, following the launch 11 months ago of eStatic, which tests print and outdoor ads. The new tool uses a dashboard to deliver measures of ad effectiveness covering Engagement, BBrand Associations and Brand Predisposition.

Daren Poole, Millward Brown's Global Brand Director, Creative Development, comments: 'Marketers today are asked to develop and test more creative executions to reach consumers across countless channels, while, at the same time, they're under pressure to tighten budgets, make decisions more quickly than ever, and, of course prove ROI. Clients love the comprehensiveness of Link, including its deep diagnostics and integrated neuroscience, but they often require a quick assessment to understand an ad's effectiveness. LinkNow for TV is innovative in its ability to quickly and cost-effectively deliver evaluative metrics, and we are delighted to introduce it to clients.' Stephen Philips, CEO of ZappiStore, adds: 'We are proud to launch LinkNow for TV in partnership with Millward Brown, demonstrating their commitment to using new technology to better meet their client's needs'.

Web site: www.millwardbrown.com .