Yahoo and Millward Brown to Lift ROI for Branding Campaigns Across Asia
The partnership will allow advertisers to measure online campaign effectiveness beyond the CTR.
The partnership will allow advertisers to measure online campaign effectiveness beyond the CTR.
Millward Brown has secured a regional partnership with Yahoo, which will allow advertisers to quantify beyond click-stream data and effectively measure brand impact of digital campaigns.
The partnership will cover a total of nine markets from Hong Kong, Taiwan, India, to six Southeast Asia markets using the research firm’s AdIndex solution.
Most advertisers would rely only on click-stream metrics to judge campaign success.
But Millward Brown says the consumer decision-making journey is becoming more complex and different brand perceptions set up by a digital campaign can influence purchase later or even offline.
“Brand metrics are tremendously important as even though click-stream data can provide an indicator to immediate sales result, the long-term health of the brand ultimately determines whether consumers are willing to choose the brand more often, pay extra for the brand, and loyally stick to the brand,” Sonia Liang, media and digital director for Hong Kong and Taiwan from Millward Brown tells ClickZ.
She outlines four ways that the partnership will be able to provide deeper insights for advertisers to quantify increase in brand equity from digital campaigns on Yahoo:
“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,” said Francis Che, Yahoo head of insights for Asia Pacific in a statement.
Advertisers from CPG, financial, and retail sectors as well as those that have online branding campaigns would benefit from the partnership, Liang adds.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn addition to being the world's largest ecommerce market, China is rapidly establishing itself as a hub for technological innovation around mobile so...
View articleThe Asia Pacific region is expected to overtake North America this year as the world's biggest market for digital advertising spend, according to a re...
View articleThe recent partnerships between Publicis, WPP and Tencent shows the Chinese internet giant is serious about moving into the global spotlight and maint...
View articleSince 2011, Google and Apple have been competing to be the most valuable, according to Millward Brown Digital's annual report. This year, Google is ba...
View articleGoogle's Alphabet is the world's largest media owner by media revenue, according to Zenith's Top 30 Global Media Owners list, but China's Baidu is rai...
View articleOne of the biggest challenges to programmatic adoption is that people are afraid of it. Read More...
View articleWhat makes great video content and how can brands ensure it reaches the right audience? Read More...
View articleLast September, Instagram opened its advertising services to all global markets. We asked five APAC brands for their verdict on the new offering. Read...
View article