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.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.