Research & Reports

Celebrity-based Ad Campaigns: What are the pros and cons?

The right celebrity, used in the right way, can undoubtedly be a powerful asset for a brand. But using a celebrity doesn’t guarantee effective advertising. Overall, there’s very little difference between the performance of ads with celebrities versus those without.

The Digital Life of Dads

This report examines the online behaviors of dads – their device usage, engagement with content, and interaction with brands – and provides practical considerations and best practices for engaging this audience.

The Digital Life of Moms

Moms control approximately $2 trillion in purchasing power in the U.S., so reaching this segment of the population is important to many marketers.

Make the Most of Marketing on Mobile Devices

Mobile marketing is still relatively new, but as smartphones and tablets take over the world, advertisers are focusing more on its potential. Many people check their social networks daily, if not hourly. Learn more about what makes mobile ads successful.

Multiscreen Video Best Practices

Millward Brown partnered with the IAB and Tremor Video on this report to help marketers and publishers understand which aspects of mobile video advertising are most important in reaching and engaging audiences, and how these vary by generation.

Driving Brand Growth

Successful brands have many characteristics, but there are three things that lead to increased and faster growth: being different, being meaningful and being salient. Strong marketing activity can help brands grow across all three of these measures. Coca-Cola and Apple are good examples of this. Learn why these three brand characteristics matter.

Digital & Media Predictions 2016

Millward Brown's digital and media experts look at the new year, and share their thoughts on how brands can connect with consumers and drive

Advertising a Sub Brand Effectively

The term sub brand can apply to a range of scenarios – from simple extensions to a launch intended to eventually overtake a parent brand, so the promotion of sub brands will vary greatly. The scale of activity helps to ensure distribution, while the quality of a campaign has a substantial effect on the interest generated among consumers.

AdReaction – Video Creative in a Digital World

Millward Brown’s AdReaction Video is a 42-country study that explores video viewing behavior of multiscreen users across devices to help marketers understand how to develop effective video advertising.

What Makes an Ad Persuasive?

Persuasion may not be the initial goal of every TV ad, but when you want to make an immediate impact on consumer behavior and generate an increase in short-term sales; your ads need to be persuasive.

We're sharing five tips about how persuasion in advertising can be effective. Download the full knowledge point to learn more.

Getting Digital Right 2015

Smartphones, Tablets, Smart TVs, and Wearables are everywhere and new technology is perpetually on the horizon. Words like “multiscreen” and “programmatic” have taken over the conversation. Now marketers face the challenge of keeping abreast of all this while coming up with innovative and efficient ways to execute winning marketing strategies. This report, Millward Brown Digital’s 2nd annual Getting Digital Right study, provides an overview of the state of digital. With input from over 400 marketers spanning brands, media companies, and agencies, we summarize their insights and perspectives on getting digital right.

The Value of a Digital Ad

The rapid evolution of digital advertising in the last decade has presented increasing complexity in measuring its impact. The diverse measurement metrics for advertising ultimately boil down to two key areas: campaign delivery and brand/sales effect. These combine to measure ROI. Read our report.

How Do I Use Online Video Effectively in My Campaign?

Paid online video is growing rapidly as an effective marketing tool. One of its key strengths is in generating reach among light TV viewers. But in planning the online video component of a campaign, it’s important to realize that the online setting is very different than the TV setting, and there are new considerations. Whether to use repurposed TV ads or original material will depend on your objectives: While successful online video ads share some characteristics with successful TV ads, in other respects they are very different.

2015 Digital & Media Predictions

Millward Brown's digital and media experts from around the world annually share their predictions for the year ahead, forecasting important trends and providing recommendations to help marketers drive brand growth.

Looking Back: 2014 Digital & Media Predictions

Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year – forecasting the latest digital and media trends and providing recommendations to help advertisers move confidently into the year ahead.

An Analysis of 2014 Effie Award-Winning Cases in Singapore

While quality is key to brand success, an effective advertising campaign can be instrumental in shifting perception and behavior toward campaign goals.

Does Humor Make Ads More Effective?

Some form of humor is used in almost half of all TV advertising, where it often contributes to very effective ads. Humor can make ads more enjoyable, involving, and memorable. However, if the humor distracts from branding and communication, it can impede the ad’s effectiveness. In addition, perceptions of humor are different around the world and across different audiences; this may limit the ability of a funny ad to be used across markets.

How Should Voiceovers Be Used in Ads?

Voiceovers are commonly used in ads across the world, and they seem to aid the communication of factual messages. However, voiceovers are less commonly associated with distinctive ads, and continuous voiceovers can result in lower engagement. Additionally, the manner in which a voiceover ties in with an ad’s visual content is critical: When voiceovers and visuals compete, the voiceover message can get lost.

The Value of Advertising a Launch

Most successful launches are supported by strong advertising. The quality of launch advertising can affect the development of both brand awareness and trial. And, as with all good advertising, it must clearly communicate a motivating message and focus on branded memorability.

How to Make the Best Use of Music in an Ad

When used well, music can be a powerful enhancement for an ad. Although the use of music does not automatically confer benefits, the inspired use of the right music can affect every aspect of an ad’s performance.

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