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The combined offer will help brands boost digital ROI by connecting validated audiences with impact on brand and consumer behaviour
Millward Brown and comScore have partnered to provide brands with an unprecedented understanding of how their digital advertising is performing. The tie-up which includes all markets outside the United States, Canada, and Taiwan will enable brands and their agencies to assess the full value of their targeted online efforts.
“Advertisers need a comprehensive view of digital effectiveness from delivery through to impact and this partnership will enable us to provide that globally with immediate effect,” said Duncan Southgate, Global Brand Director, Digital at Millward Brown.
The combined data will also benefit publishers looking to demonstrate the power and value of their platforms to advertisers. Meanwhile, the two companies are set to combine existing best-in-class metrics to provide a unique and comprehensive dataset that delivers across three areas.
First, audience metrics from comScore validated Campaign Essentials informs brands and agencies if ads were viewable in a brand-safe environment and if the validated impressions reached the intended audience. By identifying impressions with the best chance to make an impact, advertisers can better identify waste and optimise delivery.
Second, marketers can assess impact via traditional metrics like awareness and purchase intent. Millward Brown’s Brand Lift Insights assesses attitude changes post-exposure and compares results to its global normative database. Respondent-level vCE connection allows brand lift filtering based on in-view impressions, free from invalid traffic.
Third, the collaboration enables a measurement of consumer behaviour. Using comScore Action Lift, brands can understand how their online campaigns have driven shifts in metrics such as site visits, competitive share, branded searches, and online conversions.
The three elements of the partnership, individually, are proven to deliver insights that allow brands to increase campaign effectiveness. Combined, they create an incredibly powerful toolkit to help marketers determine the full value of a validated impression across all digital platforms.
“Advertisers can now 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,” said Paul Goode, SVP Strategic Partnerships at comScore.
Under the partnership, Millward Brown will resell comScore vCE and Action Lift products, while comScore will provide sales referral for Millward Brown’s Brand Lift Insights. The pair will work together with clients and their agencies to deliver guidance on the best combination of products to help clients meet specific business objectives.
With a number of joint offerings already launched and several more in the pipeline, the two brands are intent on creating for their clients a new standard in measuring audiences, brand strength, and campaign return-on-investment across multiple platforms.
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