Online Ad Copy Testing Tool Launched

Effectiveness of online advertising creative will be able to be measured with the launch of a new online ad copy-testing tool in the UK, developed by Millward Brown and Dynamic Logic.

Millward Brown, a global leader and recognised authority on advertising, marketing communications and brand equity research, and leading online research company Dynamic Logic are to launch DigitalLink, which will allow clients and their agencies to review the effectiveness of their online advertising creative either before or during a campaign.

In the past 25 years, Millward Brown has helped clients optimise their creative on over 40,000 TV ads in 74 countries. The company also offers Link solutions for radio, outdoor, print and multi-media. Link test metrics are validated against in-market performance of the creative, and against sales.

The new service will focus on the components necessary to evaluate online creative, including the ability to capture attention, deliver a compelling message and generate a desired response (click-through to brand consideration).

“Because most advertising campaigns today are multi-media, marketers want a consistent method of testing ad copy for each target media campaign; TV, print, online, outdoor and radio,” said Jon Tayler, account director at Millward Brown.

“DigitalLink will complete our family of Link ad pre-testing solutions and provide a fully multimedia approach that combines the industry leading ad pre-testing tool with the best online ad testing research approach.”

Suzanne Moorey-Denham, managing director of Dynamic Logic Europe, added: “By evaluating the creative early on, campaigns can be optimised and a greater impact achieved for the brand.”

Dynamic Logic: 0207 152 4004 www.dynamiclogic.com