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Why the Need for Pre-Testing has Never Been Greater
Marketers are under increasing amounts of pressure to deliver a range of executions despite increasingly tight budgets and short deadlines, all while trying to ensure a strong return on investment. In this Point of View, Nigel Hollis, Chief Global Analyst, Millward Brown, argues the case that when appropriate, the use of an automated pre-testing solution can be of significant benefit to marketers.
Marketers: How to Bridge the Generational Screen Gap
Digital ad purchasing these days is largely steered by the audience targeting that ad tech can deliver. However, the screens on which these buys are delivered is rarely given the same amount of thought; seen more as a channel to reach the particular generation being targeted. However, in this article, Joline McGoldrick, Research Director, draws upon new Millward Brown Digital research to encourage marketers to pay more attention to the screens they choose.
Worth Every Second?
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 optimize your micro-video content to work best for you.