Home  › Media › Media Planning

Yahoo and Millward Brown to Lift ROI for Branding Campaigns Across Asia

  |  June 20, 2013   |  Comments   |  

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:

  • Examine which creative format was best at driving different brand metrics such as awareness, favorability, or purchase intent
  • Measure the optimal frequency of exposure
  • How the campaign performed when benchmarked against similar campaigns
  • How the advertiser may optimize future deployment for the highest return

"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.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.


Adaline Lau

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+.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.