A partnership between Millward Brown and comScore has been agreed, designed to provide brands with a better understanding of how their digital advertising is performing.
The partnership promises to enable brands to boost their digital ROI by connecting audience data with the impact on brand and consumer behaviour. It combines comScore’s data analysis with Millward Brown’s focus on brand growth to help brands and their agencies understand and accommodate how consumers use different media platforms. Essentially, it will aim to make it easier for brands to assess the full value of their digital advertising and also help publishers to demonstrate the value of their platforms to advertisers.
They will combine their existing metrics to provide a dataset that spans three areas; audience metrics from comScore, Millward Brown’s Brand Lift Insights for marketers, and measuring consumer behaviour using comScore Action Lift. The three areas identify waste and optimise delivery in ads, assess the brand impact of digital campaigns, and track how online campaigns have driven shifts in metrics such as site visits, competitive share, branded searches and online conversions. Brand Lift Insights will be filtered on metrics such as in-view impressions by connecting with data from comScore’s validated Campaign Essentials.
The three areas of the partnership will combine to provide insight into campaign effectiveness. The companies will work together with clients and their agencies to advise clients on the most effective combination of products to meet their business objectives.
Jane Ostler, Millward Brown UK’s sector managing director, said of the partnership: “Millward Brown’s new partnership with comScore will enable us to provide a unique and comprehensive view of digital campaign effectiveness for the first time, measuring delivery, brand and impact”
Paul Goode, SVP Strategic Partnerships at comScore commented: “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 behaviour,”
“Everyone likes big numbers, but optimising campaigns for viewable impressions alone without advanced invalid traffic removal is chasing the wrong big number.”
The partnership is global, but will exclude the U.S., Canada and Taiwan.