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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
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+.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT