NEWS17 June 2013

Yahoo APAC to measure digital ad impact with Millward Brown

Asia Pacific New business

HONG KONG — Yahoo Asia Pacific and media research company Millward Brown have teamed up to evaluate the brand impact of digital advertising.

The aim is to provide advertisers a comprehensive view of online marketing effectiveness in general and on Yahoo properties, using Millward Brown’s AdIndex platform.

According to Millward Brown’s media and digital director for Hong Kong and Taiwan Sonia Liang, Yahoo was taking a “bold step” by highlighting branding impact of digital advertising as advertisers often relied solely on click-stream metrics to judge campaign success.

“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,” she said.

Francis Che, Yahoo Head of Insights in APAC (pictured) added: “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.”