Yahoo! and Millward Brown to measure online advertising across Asia

Louise Duffy | 17-06-2013

Yahoo! Asia Pacific and advertising specialist Millward Brown have announced a partnership to evaluate the brand impact of digital advertising.

The aim is to provide advertisers with a comprehensive view of online marketing effectiveness in general and on Yahoo! properties, using Millward Brown’s AdIndex solution.
“Yahoo! is taking a bold step by highlighting branding impact of digital advertising. Too often, advertisers rely solely on click-stream metrics to judge campaign success. We have studied over 7,000 digital campaigns globally and 300 in AMAP, and we have seen a huge difference across campaigns in their ability to shape consumer perceptions of the brand,” said Sonia Liang, Millward Brown media and digital director for Hong Kong and Taiwan.
“The consumer decision-making journey is becoming more complex. So while some advertisers might be looking purely for the click-through data, the smart ones know that meaningfully different brand perceptions set up by a digital campaign can influence purchase later, even offline.”
“We are thrilled to be working with Millward Brown to bring deeper insights for our advertisers," said Francis Che, Yahoo! head of insights in APAC. “As the world's largest digital publisher, Yahoo!’s mission is to create user experiences that inspire and entertain. When we immerse brands into those experiences in a highly personalised and relevant way, advertisers see results. Our partnership will play an important role to provide clients with a means for better understanding consumers’ attitudes and, as a result, improve their ROI."