Millward Brown

Tim Castree likes to think about audiences “as the nests that sit inside that larger purchase journey context to opportunity.” Until you can completely understand those consumers, you cannot target them to fulfill those opportunities. Wavemaker uses a two-step process that begins with identifying “the gaps, barriers, challenges, opportunities” associated with the purchase journey, the […]

While brand measurement has been well established across media, it has not been fully effective with mobile advertising. That could change with the integration of Medialet’s ad trafficking platform, Servo, with Millward Brown Digital’s Ignite Network. The the two WPP units announced the product offering today. For an overview on brand measurement via mobile and implications […]

Going back a decade, when Millward Brown’s annual BrandZ study tracking the 100 most valuable global brands was first released, only one Chinese company made the list. Now there are 14, including the tech giants Tencent and Alibaba. “Most of them are big brands, but they’re not truly globalized brands yet,” says Doreen Wang, Global […]

In the past 10 years, since the WPP-owned global brand consultancy Millward Brown has tracked the value of brands with its BRANDZ 100 rankings, there have been many changes.  Over that period, nearly half of the companies have changed.  This upheaval  has been powered by two major factors:  geography and technology innovation observes Sir Martin […]

CANNES —  Fullscreen, the popular MCN, along with its parent group Otter Media, is developing a means to measure the impact of video views of custom advertising, says Kevin McGurn, Head of Sales, in this interview with Beet.TV The new measurement system, meant to quantify a gross rating point (GRP),  is being developed with Nielsen and Millward […]

New research by Dynamic Logic, a unit of Millward Brown, for video ad tech vendor YuMe has shed a light on the relative performance of different approaches. According to the viewer survey, original video ads shot specifically for the web outperform ads repurposed from TV three times for aided brand awareness, with similar uplifts for […]

When repurposing TV spots for online video, a little interactive goes a long way, says Juan Lindstrom, Client Analyst at Millward Brown, in an interview with Beet.TV. Since web original video performs better in brand awareness, brand favorability and purchase intent, that’s why repurposed spots need a boost, he says, citing research Millward conducted in […]