Millward Brown and Dynamic Logic to Release DigitalLink™ New Online Copy Testing Tool
30+ Years of Copy Testing Expertise Applied To Online Advertising
NEW YORK, NEW YORK, October 19, 2005 -- Millward Brown, a global leader and recognized authority on advertising, marketing communications and brand equity research, and leading online research company Dynamic Logic, acquired by Millward Brown earlier this year, are to launch DigitalLink, a new online copy testing tool. DigitalLink will allow clients and their agencies to review the effectiveness of their online advertising creative before they launch a campaign. The jointly developed tool will be available in North America on November 1st, and will roll out to other parts of the world after that.
DigitalLink joins the highly successful Link™ family of solutions. In the past 20 years, Millward Brown has helped clients optimize their creative on over 35,000 TV ads in 74 countries. The company also offers Link solutions for Radio, Outdoor, Print, Multimedia, and has adapted its approach for children. Link test metrics are validated against in-market performance of the creative, and against sales.
The new service will focus on the critical components necessary to evaluate online creative — ability to capture attention, deliver a compelling message and generate a desired response (click through to brand consideration) — making it cost-effective and fast to use.
"Online advertising copy testing is something that is extremely valuable because, before we run a single impression, we can evaluate which creative executions will be most effective in achieving our campaign objectives," said Linda Klabacha, Director of Marketing Research, Cadbury Schweppes. "We're looking forward to the launch of DigitalLink, which will allow us to quickly and affordably understand which of our online ads resonate best with our target, thus we go into market with online advertising that works."
“Top marketers from around the world use Millward Brown's Link Copy Testing Systems to help them develop television, magazine and radio campaigns that deliver top results," said Mary Ann Packo, CEO, Millward Brown North America. "With online advertising becoming increasingly important to these marketers, we are very pleased to extend our copy testing product line to help them create great online advertising, too."
“Our AdIndex? and CrossMedia™ products have become standard ways of testing campaigns in market,” said Nick Nyhan, President of Dynamic Logic. “DigitalLink is a pre-campaign testing tool that requires no inventory from the publishers. We think they will like it for that reason, but also because campaigns are bigger, and bad creative has larger implications.”
About Millward Brown:
Millward Brown (http://www.millwardbrown.com/
), one of the world’s top 10 marketing research organizations, is recognized as a leading authority on advertising, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research techniques – both qualitative and quantitative – Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 42 countries and also has several specialized practices in the U.S., including Greenfield Consulting Group (a full-service qualitative research firm), MaPS (a business consulting and advanced statistical modeling firm), and Millward Brown Multicultural. Additional practices include Millward Brown's Global Media Practice (a global media effectiveness unit), Millward Brown Optimor (a global unit focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (a global PR measurement practice), Dynamic Logic (an online research firm specializing in measuring advertising and marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world's leading media and market profiling tool). Millward Brown is part of Kantar, WPP's insight, information and consultancy arm.
About Dynamic Logic:
Dynamic Logic (http://www.dynamiclogic.com/
) is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s main product areas are: AdIndex? to test and analyze online advertising, CrossMedia ResearchTM to evaluate multimedia campaigns, and MarketNorms?, a syndicated ad effectiveness database. Founded in 1999, the company is headquartered in New York City with offices in Chicago, San Francisco, Los Angeles, and London. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.
Dynamic Logic Contact:
Christina Goodman, Director, Marketing Communications
Millward Brown Contact:
Lisa Parente, Director, Marketing Communications
Millward Brown North America