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Partnership to measure ad performance
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INTERNET advertising measurement and analytics company comScore said it has established a strategic partnership with market research company Millward Brown to evaluate the advertising delivery and effectiveness.
Millward Brown, the research unit of WPP's data investment arm Kantar, and comScore will combine existing metrics to provide a unique and comprehensive dataset covering areas including campaign delivery, brand response, consumer action and sales lift.
These solutions individually are proven to have delivered insights that allow brands to increase campaign effectiveness and the combination would create a powerful toolkit to help marketers determine the full value of a validated impression across all digital platforms.
Gian Fulgoni, co-founder and chairman of comScore, told an interview in Shanghai that future revenue growth would be coming from measuring mobile advertising in China, which has been picking up in recent years.
"China is the market with the largest growth potential in the long term for us outside the US," he said, and he added that it seeks to strengthen partnership with local players to move forward its measurement solutions to businesses from home and abroad.
ComScore and Millward Brown's global-level multi-year partnership will be rolled out to regions outside of North America and China's Taiwan.
The combined capabilities of the two campaniles are expected to evaluate and optimize the right metrics on the impact on brands' perception and consumer behavior following digital campaigns are rolled out.
Brand marketing based on both online and offline transaction figures would become a crucial ability for e-commerce players, Qiu Wenbin, chief executive officer of Shanghai-based and NASDAQ-listed e-commerce service provider Baozun Inc, told a recent interview in Shanghai.
“As consumers are spending more time on mobile Internet, that not only brings new transaction opportunities but also new ways to track users’ behavior and digital marketing campaigns,” he told a recent industry forum in Shanghai.
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