Millward Brown, a global leader in brand, media and communications research, today announced its Dynamic Logic business has been engaged to deliver two pioneering cross-media studies and five interactive AdIndex brand effectiveness studies for a range of major Australian clients.
Recently launched in Australia, Dynamic Logic will research marketing effectiveness for well-known brands across the FMCG, motor vehicles, consumer electronics, technology and telecommunications categories.
According to Mark Henning, Millward Brown’s Director, Digital Solutions, the new business wins for Dynamic Logic reflect the growing desire by marketers to measure the impact of their interactive advertising spend on attitudes and perceptions towards their brand.
“Marketers are increasingly shifting budget online to cost-effectively build awareness and influence purchasing decisions, impact that does not necessarily result in a click or a direct sale.
“As the internet’s brand building capacity comes of age, advertisers, agencies and media companies need to be able to evaluate its effectiveness in terms of its ability to influence consumers’ awareness of and attitudes towards a brand,” said Mr Henning.
Ben Dixon, Managing Director of Millward Brown Australia, commented:
“Dynamic Logic is a world-leader in measuring digital brand effectiveness and we have launched the business in Australia to meet the growing need for accountability of digital brand marketing.
“Dynamic Logic is a natural extension of Millward Brown’s research in traditional advertising effectiveness and our AdIndex service is attracting strong interest from global brands that already benefit from Dynamic Logic’s insights in other parts of the world,” he continued.
“With the setup phase now complete, we will be focused on growing Dynamic Logic’s client base in the months ahead,” Mr Dixon said.
Commenting on Dynamic Logic’s ability to benchmark interactive advertising performance against industry data as well as other media platforms, Mr Henning said:
“Dynamic Logic’s proven methodology forms the basis for our unique global MarketNorms database which provides relevant context and learnings from over 4,000 studies in over 30 categories. This, coupled with our established cross media methodology, helps clients understand the role that digital advertising plays in building a strong brand – not just in isolation, but by understanding its role within the overall marketing mix.”
About Dynamic Logic
Dynamic Logic is a leading research company with expertise in measuring advertising and marketing effectiveness. Founded in 1999, Dynamic Logic pioneered the concept of evaluating the branding impact of Internet advertising and has led the market in establishing standards in digital advertising and marketing campaign evaluation ever since. Today, Dynamic Logic is also a respected thought leader in the cross-media measurement arena. (http://www.dynamiclogic.com/na/)
Worldwide, Dynamic Logic has completed over 4,000 AdIndex® studies, over 260 online creative pre-tests, and more than 200 cross-media studies.
Dynamic Logic’s AdIndex studies are run in conjunction with an online ad campaign and are designed to provide advertisers, agencies and media companies with traditional brand metrics to gauge the impact of their online advertising campaign. The strength of the AdIndex methodology ensures that results are valid, reliable and actionable as results are reported in real time via an online results interface. To help benchmark performance, AdIndex results are compared with data from Dynamic Logic’s MarketNorms database.
MarketNorms® is the world's largest syndicated ad effectiveness planning and benchmarking database. It is a powerful analytical tool that provides advertisers, agencies and publishers with the industry's most comprehensive database for measuring online advertising and marketing effectiveness. Data can be analysed according to optimal frequency, ad format, technology, and a range of in-depth data filters including creative attributes, age, gender and income.
About Millward Brown
Millward Brown is one of the world's leading research agencies with expertise in effective advertising, marketing communications, media and brand equity research (www.millwardbrown.com). The company employs more than 90 staff across Sydney and Melbourne, and has 77 offices in 50 countries. Through the use of an integrated suite of validated research solutions, both qualitative and quantitative, Millward Brown helps clients build strong brands and services. Millward Brown is part of Kantar, WPP's insight, information and consultancy group.