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»Millward Brown

Kantar Media Advances Its Cross-Media Nielsen Alternative

Kantar Media, long considered a rival to Nielsen’s mainstay TV measurement business internationally, is restructuring the way it goes to market. Although Kantar Media previously operated as one of 12 distinct brands within the Kantar Group, sometimes there was a lack of visibility between different brands. “We’ve had a very strange organizational structure,” admits Andy Brown, chairman and... Continue reading »
by Kelly Liyakasa // November 10th, 2016 //
»
OTT Beats Mobile Video On Brand Lift In Hulu Ad Effectiveness Study

As it turns out, a smaller screen size may be more effective at driving purchase intent than larger devices in the living room. Hulu and Magna have released new data assessing the impact of video ad exposures in different channels on overall effectiveness. They found ads on over-the-top (OTT) devices aided the most in brand... Continue reading »
by Kelly Liyakasa // October 28th, 2016 //
»
Millward Brown Study Reveals What Viewers Like (And Hate) In Digital Video Ads

As digital video sellers angle for TV dollars, here’s something everyone should remember: People hate ads on their smartphone or laptop a lot more than they do on TV. People have 50% negativity toward smartphone video ads, according to Millward Brown’s latest AdReaction: Video Creative In A Digital World study, with computers and tablets trailing... Continue reading »
by Sarah Sluis // October 14th, 2015 //
»
Mobile Consumers Use Browsers and Apps Equally – But For Different Reasons

While it has become typical for industry watchers to declare that the mobile web is suffering at the expense of apps’ success, a report Monday revealed consumers use both at almost equal levels. “The New Mobile Mantra,” from WPP’s research unit, Millward Brown Digital, found that of the 30 most-visited mobile properties, browser and app... Continue reading »
by Alex Palmer // October 5th, 2015 //
»
Millward Brown Report Details Simultaneous Screen Use

Nearly half of content consumption in the U.S. happens simultaneously to other device use, marketing research agency Millward Brown found in its 2014 AdReaction report highlighting how audiences react to ads across devices. The report details how consumers consume content on each screen, as well as simultaneously across screens. In the United States, the agency... Continue reading »
by Chris Swanicke // March 17th, 2014 //
»
Kantar Aligns Dynamic Logic And Compete, As Measurement Gets Holistic

For the past few years, the analytics spotlight has been captured by Nielsen's Online Campaign Ratings (OCR) and comScore's Validated Campaign Essentials (VCE). WPP's Kantar analytics group has tended to play a minor role in the wars over whether TV-centric metrics like gross ratings points can be relevant for digital media buys. But with today's... Continue reading »
by David Kaplan // July 9th, 2013 //
»
 

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