As with traditional advertising, creative is essential to a digital campaign’s success. Building on Millward Brown’s Link™ suite of creative evaluation solutions, we employ validated copy-testing and neuroscience techniques to identify creative executions that will achieve optimal results across platforms. Media and publisher partners can leverage our creative & media expertise in the early stages of their concept testing during product development.
Communication & Creative Optimization
“Best of Bunch” Execution Testing
- LinkSelect for Digital: Identify the strongest creative among a chosen set and compare your creative against industry norms
Single-Ad Deep Exploration
- Link for Digital: Go deep on a single ad (i.e., video) to understand creative strengths and weaknesses, enabling creative optimization before campaign launch
Multimedia Campaign Copy Testing
- Link360: Understand overall “fit” & synergy of your multimedia creative and its ability to deliver the intended message and create a strong consumer response
Neuroscience Techniques
- Measure second-by-second emotional and cognitive reactions to your creative through eye tracking, an automated monitor of viewers' gaze and focus of attention
Product & Offer Development
New Advertising Format & Concept Testing (Media Companies/Publishers)
- Test your custom content areas to help demonstrate the value of new formats for advertisers and agencies (including development of microsites, interactive video, gaming, and more). Learn more about how we've done this recently with AOL and the IAB Portait unit.