Advertisers and marketers often need to employ a unique approach to succeed in online marketing. For this, they need help from a specialist who is adept at doing the job.
Millward Brown has announced that the company has expanded its U.S. digital business. This expansion is a result of Millward Brown’s parent company Kanar bringing together its digital insight providers, Dynamic Logic and Compete, as Millward Brown Digital.
With its expanded digital solutions portfolio, Millward Brown will now help advertisers, agencies and publishers enhance their marketing effectiveness. It will also help marketers to increase media efficiency and optimize campaign effectiveness. This is done by measuring and improving brand and business performance.
Millward Brown Digital will bring together brand and media insights and will also provide attitudinal and behavioral data. The company’s first integrated offering was Advance, which brought together behavioral and attitudinal impact measures, and helped advertisers in optimizing digital campaigns.
The company also offers Brand Performance Programs that deeply analyze brand performance and provide companies with ways of improving the same. These programs help users to make informed decisions and enhance brand positioning.
“Marketers have told us that ‘getting digital right’ is their top priority and that they require holistic consumer, brand and media insights in order to capitalize on growth opportunities,” said Mary Ann Packo, CEO, Millward Brown North America. “By bringing together Dynamic Logic’s industry leading digital and cross-media effectiveness solutions, Compete’s unmatched levels of consumer and path-to-purchase intelligence and Millward Brown’s deep brand building expertise, we will provide clients with the most complete view of how their marketing impacts brand and sales performance.”
Recently, the company partnered with Vuclip, a provider of mobile video and media to create a more accurate method of evaluating mobile advertisements. With this partnership, the two companies can provide advertisement analysis to the brands advertising with Vuclip.