Millward Brown Digital and Facebook partner to measure platform ad effectiveness
Millward Brown Digital today announced a partnership with Facebook offering a mobile solution that evaluates the effectiveness of advertising on the Facebook and Instagram platforms, giving advertisers the ability to evaluate the full value of advertising on Facebook and Instagram.
The solution, Brand Lift Insights for Facebook and Instagram, provides marketers with fast, accurate insight into campaign impact with measures including: Brand Awareness, Ad Awareness, Message Association and Brand Favorability. The solution answers key questions such as:
How does Facebook or Instagram advertising shift consumers’ perceptions of my brand?
Are people more aware of my brand after exposure to advertising on Facebook or Instagram?
Leveraging Millward Brown Digital’s industry-leading practices for measuring advertising effectiveness, polls, or surveys, are delivered directly in the Facebook mobile News Feed or via a pop up within Instagram, so consumers are receiving the poll in the same environment they saw the ad. The partnership evaluates ads running on Facebook and Instagram globally.
“Mobile is an integral component of our overall marketing mix, so we have a great need for understanding the power of this advertising and to gain a deeper understanding into Facebook advertising in general, said Kristy Vance, North America Media Insights Manager at Unilever. “The partnership between Millward Brown Digital and Facebook provides an important step toward fulfilling that need and the initial learning we’ve received from this measurement has already provided some critical insights into how we can make our Facebook campaigns more effective.”
“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,” said 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.”