The digital branch of Millward Brown and social media platform Facebook have partnered up to provide marketers with a mobile solution to measure their advertisement effectiveness on both the Facebook and the Instagram platforms.
Founded in 1999, Millward Brown Digital, part of global research agency Millward Brown*, is one of the leading digital experts. The company is specialised in, among others, advertising effectiveness, digital media trends, consumer path-to-purchase and social media analytics. Millward Brown Digital helps its clients capitalise the best digital opportunities by segmenting and engaging consumers, planning and optimising media, and increasing total brand performance.
The partnership between Millward Brown Digital and Facebook has been set up to help advertisers quantify the value of their advertising on Facebook and Instagram. The partners will offer marketers a mobile solution that evaluates the effectiveness of their advertising on the two platforms. The solution, dubbed Brand Lift Insights for Facebook and Instagram, will provide fast, accurate insight into campaign impact, and will include brand awareness, ad awareness, message association and brand favourability.
To measure the effectiveness (ROI), Millward Brown Digital’s practices for measuring advertising effectiveness, polls, and surveys are directly delivered into the Facebook mobile News Feed or via a pop up within Instagram. As a result of which, consumers will see the poll in the same environment as the ad they just saw. “With the majority of people accessing Facebook on mobile, this partnership extends Facebook’s ability to measure ads across the platform and to offer clients greater insight into the impact of their mobile ads,” explains Stephen DiMarco, President at Millward Brown Digital. “We are delighted to continue to partner with Facebook to drive measurement innovation and help advertisers understand how mobile advertising is contributing to the growth of their brands.”
Tailored brand experiences
Millward Brown is not the first consulting firm Facebook partners up with. Just recently, the social media platform also signed an alliance with IBM to provide its users tailored brand experiences.
* Millward Brown, founded in 1973, is one of the leading global research agency’s that specialises in advertising effectiveness, communication, media, and brand equity research. The firm operates in more than 55 countries with three main brands: Millward Brown Digital, Firefly Millward Brown and Millward Brown Vermeer.