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LINK Enhancement Promises More Rounded View
Millward Brown has enhanced its LINK suite of advertising research tools to help advertisers understand the overall effect of their multimedia communications. The new LINK360 tools will help to measure the impact of online video, blogs, print, TV, radio, outdoor and online campaigns.
Dan White, Director of Communications Research, explains: 'Most advertisers research the impact of an ad for a single channel, often the one with the most media spend, but few review the entire mix of media that the campaign will run in. Our LINK360 solution gives them the opportunity to take a 360 degree view of the effectiveness of their total communications campaign.'
White explains that each channel works in a different way and some channels work together. He adds that recent research has shown that TV advertising and on-line activity can complement one another and says advertisers and media planners need to understand this interaction to ensure that each channel is working effectively.
Commenting on the new research tools, Chet Henderson, VP at Unilever Insight says: 'Millward Brown has done some truly impressive and game changing work here that will enable us to better understand how our multi-channel campaigns can be enhanced to the benefit of the brand.'
Advertisers will still be able to conduct single-channel LINK projects, but they will also access LINK360 to determine the effect of secondary media or review all media channels in a campaign.
Speaking at this year's ISBA Conference, Vodafone's Global Director of Brand and Customer Experience David Wheldon criticised Millward Brown's techniques for not evolving to reflect the new multimedia environment (www.mrweb.com/drno/news6546.htm ). In response, Millward Brown CEO Bob Meyers said he believed that Wheldon was referring to copy-testing techniques in general, agreeing that a broader media 'research footprint' was needed, and citing his firm's newly developed tool as an example of this.
A part of Kantar, WPP's insight, information and consultancy group, the agency is online at www.millwardbrown.com.
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