Native advertising was a real talking point in 2014, yet only a minority were truly making the most of it. In 2015 this will all change though, as publishers will offer advertisers solutions that are both impactful for marketers and compelling for their audience. However, leveraging this new technology is not as simple as merely purchasing an ad. In this article, Jon Salm, Client Analyst, Millward Brown Digital, explains how you and your brand can best make use of native advertising.
When micro-video platforms began to introduce paid marketing options, it created a whole raft of new opportunities for brands to leverage the unique aspects of these channels. However, in order to ensure that branded content can succeed, you need to make sure that your messaging complements the specific demands that each platform has. In this piece, Amanda Phillips, Sales & Marketing Director, Millward Brown, explains how you can best optimize your micro-video content to work best for you.
Today a smart media strategy is a necessity—but without effective creative it doesn't matter how well the ad is delivered. Today’s on-demand pre-testing solutions provide a fast and cost-effective means to ensure that the creative deployed is as effective as possible, helping to improve return on investment when time and budget are tight.
Millward Brown partnered with the Mobile Marketing Association (MMA) in APAC to analyze more than 50 campaigns for the SMARTIES Awards. Learn more about what makes a mobile campaign a winner.
Computers are learning to read emotion, and the business world can’t wait. An article in The New Yorker about Affectiva, Millward Brown’s partner for facial coding.
Many have called 2014 the year of Big Data, meaning that marketers are now numbers-rich, but they are still insight-poor. Despite the opportunities and efficiencies that Big Data promises to open up, marketers are still being held back from truly unlocking these and moving from big to intelligent data.
Millward Brown Helps Global Food Brand Optimize Digital Investment to Update Brand Positioning and Launch New Flavors
How Millward Brown Partnered With a Valued Client and Their Media Agency to Drive Greater Digital Success
How Millward Brown Used Cross Media Solutions to Help a European Web Service Brand Achieve the Optimal Media Mix and Increase Their Return on Media Investment
How an Automaker Leveraged Millward Brown's Consumer Behavioral Intelligence to Gain Insight Into Its Online Market Performance
Advertising is most successful when it is designed to achieve a specific task, but the battle of media belief systems often undermines ad effectiveness. To get the most from media budgets, advertisers must align media strategies around their advertising goals.
Smartphones have become the ultimate wearable technology, always with us and always on. In 2015, brands will need to use mobile not only as channel but as a means to increase the potency of all other brand touch points to reach consumers at the right time, in the right place with the right content.
People no longer consume media in a linear way, which can cause problems for marketing teams looking to plan & measure campaigns. Amanda Phillips, Head of UK Marketing, explains how brands should be adapting their practices to be in line with new consumer trends.
To succeed globally, brands need to think locally. World famous brands like McDonald’s have had to rethink their strategy and adapt. Peter Walshe, Global BrandZ Director, explains the science behind branding, and what it is that makes us identify with either local or global brands.
As the growth in mobile communications brings about a revolution in market research, it is the vast continent of Africa that is leading the way. Though some may be reticent to adopt mobile solutions, the advantages are too big for African researchers to ignore.
How creativity in ad concepts, targeting and media choices impact brand building and campaign success.
The long and short of developing engaging video for your brand in a multiscreen world.
Eduardo Tomiya, MD of Millward Brown Vermeer, discusses how, when it comes to Latin America, companies can profit from rising consumer confidence and the quest for meaning.
In 2010 and 2011, Hewlett-Packard Co.'s (HP) Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer's affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It did not help that the HP printer was priced higher than the competition—despite its lower cost of printing.