Millward Brown: 10 Tips to Optimizing Your Online Branding Campaign

Ad effectiveness studies have been used for more than a decade to measure the branding impact of online campaigns. Results from these studies, as well as aggregate industry knowledge, have helped advertisers design better media plans for future campaigns. Now, with data available in real-time, we can additionally learn what's working in a specific campaign, and make changes while it's still in market. These changes help advertisers save money by reducing wasted, ineffective impressions and ensuring that the right message is delivered to the right consumers. But the data needs to be used correctly or else the wrong decisions can be made.

Here are 10 suggestions for optimizing online branding campaigns.