MB Extends Link to Measure Brand Impact of Apps

Millward Brown has launched Link for Apps, an extension of its long-established ad evaluation tool Link, available initially in the US and Canada and promising to help marketers understand the impact of mobile apps on brands.

Link for Apps will provide consumer feedback on how an app impacts brand equity, and help to understand how the app's look and feel, usability and 'technical competency' contribute. Services include diagnosis of an app's strengths and weaknesses specific to brand building; and analysis of whether the intended brand message is getting across to consumers.

Link has been around for 25 years, but the agency has been adding to its capabilities of late, in particular making waves in January this year when it announced a multi-year deal with emotion measurement specialist Affectiva to integrate its Affdex automated facial coding as a standard feature in all Link copy testing services.

Marie Ng, MBs Vice President of Mobile Innovation, says marketers 'recognize the importance of having an 'app presence' and know they have to work hard to earn their place on the home screen', but adds: 'Until now, the industry has evaluated apps by looking primarily at usability tests and audience statistics, often overlooking the impact of the app on the brand.' VP Creative Development Mitzi Lorentzen comments: 'An app, in many ways, is a piece or an extension of advertising creative, and there are familiar advertising concepts we use in Link for Apps to frame and understand the brand impact of an app.'

Part of Kantar, within WPP, the global agency is online at www.millwardbrown.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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