Leverage Touchpoints

Expanding media choices and new technologies have made measuring the effectiveness of advertising more challenging and vital for marketers. Whether it’s new or traditional media, sponsorship and entertainment, or in-store, at Millward Brown we help identify the best marketing and sales channels to reach your target audience.

We will partner with you to bring our learning and knowledge to life by building the “voice of the consumer” into the process to deliver on the brand promise. Informed decisions about the use of multiple media channels maximize impact and make media investments work harder. Our solutions identify: the most efficient and effective touchpoints; deeper insights into consumers’ use of media and shopper purchasing behavior; and how to effectively measure cross media campaigns in-market and quickly make adjustments to maximize ROI.

Identify Opportunities
In addition to reaching a large number of a brand’s audience through TV advertising, marketers today have a wide range of options. Driven by technology, media has rapidly evolved and new channels are constantly emerging. It’s critical to know which opportunities are going to successfully and cost-effectively move your brand forward. Our ChannelConnect, IdeaBlog for Media and other qualitative solutions will help identify the right channels and will provide insights on how to optimize use them to the greatest effect.

Media Selection
Selecting the right channels for your brand can be a complex task. ChannelSelect is designed to help you identify the right set of channels given your target audience and your brand’s objectives. And for planning online campaigns, our MarketNorms® database will help determine the most impactful and cost effective channels.

Media Mix Optimization
When investing heavily in brand communications, you want to know each channel is pulling its weight and understand how best to deploy the media in the future. Dynamic Tracking helps to identify which channels are working and what effect they are having on your brand. CrossMedia Research® will help guide future media plans to deliver maximum return against specific brand objectives. It looks beyond exposure to paid advertising and considers sponsorship, events, PR, word of mouth, user-generated content and retail-based activities.

Independent Communications
We can help measure and analyze what consumers, journalists and bloggers are saying about your brand on the Internet and the effect it’s having on your brand’s equity, corporate reputation and purchasing behavior. Powered by Kantar Media Intelligence or Cymfony and Dynamic Tracking this data informs your brand communication strategy and can be used to assess the effectiveness of activities designed to stimulate or shape what is being said.