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The rising behavior of status updates on Twitter and Facebook is giving birth to a new way for advertisers to gauge the success of ads: whether they generate consumer buzz.
Ad measurement firm Millward Brown is moving to establish that metric with a new service that will place digital word-of-mouth measurements for online campaigns alongside ad effectiveness metrics like awareness, brand lift and intent to purchase.
Millward Brown has hooked up with buzz monitor firm Cymfony to analyze online sentiment expressed on social networks, blogs and message forums.
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