Millward Brown Debuts AdNow Comms Measure

Millward Brown has launched a real-time communications measurement tool called AdNow, to help marketers evaluate campaign performance for multiple pieces of advertising across digital media channels.

AdNow helps marketers identify which creative is performing well in terms of driving ROI across online, mobile video and display, print, posters, cinema, TV, in-store and events, in as little as 48 hours. It also delivers metrics to help marketers evaluate campaign effectiveness in terms of engagement, brand associations, and brand predisposition; while comparing with competitors' ads.

The service will initially be available in the UK and US markets, and rolled out across twenty further markets throughout the year. It can be accessed through ZappiStore as a self-service option, or with Millward Brown servicing and consultancy options.

Tim Wragg (pictured), CEO UK & Ireland at WPP firm Kantar, comments: 'Clients need to be able to demonstrate that consumers are responding positively to communications, especially when they are investing heavily in omni-channel campaigns which span multiple touchpoints. Built upon Millward Brown's heritage of copy-testing, and detailed data from the tracking of over 250,000 pieces of advertising worldwide, AdNow's best-in-class metrics deliver real-time results when speed and efficiency are critical'.

Web site: www.millwardbrown.com .