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MB and Dynamic Logic Launch Online Ad Test Tool
Millward Brown and Dynamic Logic - the online research company it acquired earlier this year - are launching a new online copy testing tool, called DigitalLink. The jointly developed product is designed to evaluate the effectiveness of online ads before they are launched.
Dynamic Logic's existing products AdIndex and CrossMedia test campaings that are already in the market, while the new service focuses on the pre-campaign stage. It joins Millward Brown's other Link solutions for radio, outdoor, print, and multimedia ads.
The company says DigitalLink will focus on the ability of an ad to 'capture attention, deliver a compelling message, and generate a desired response'.
Mary Ann Packo, CEO of Millward Brown North America, says the existing products have been used on more than 35,000 TV ads, adding that the product line is being extended 'to help marketers create great online advertising, too'.
Linda Klabacha, Director of MR at Cadbury Schweppes believes the new tool will help her company 'quickly and affordably understand which of our online ads resonate best with our target'.
The tool will be available in North America from November 1st, and will then roll out to other parts of the world. The two companies are online at www.millwardbrown.com and www.dynamiclogic.com.
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