Yahoo! and Millward Brown partner to measure APAC online marketing effectiveness

HONG KONG -- Yahoo! Asia Pacific and Millward Brown, a leader in Brand Equity, Advertising Effectiveness and Media research, today announced a partnership 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 solution.

“Yahoo! is taking a bold step by highlighting branding impact of digital advertising. Too often, advertisers rely solely on click-stream metrics to judge campaign success. We have studied over 7000 digital campaigns globally and 300 in AMAP, and we have seen a huge difference across campaigns in their ability to shape consumer perceptions of the brand,” said Sonia Liang, Millward Brown Media and Digital Director for Hong Kong and Taiwan. “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.”

“We are thrilled to be working with Millward Brown to bring deeper insights for our advertisers,“ said Francis Che, Yahoo! Head of Insights in APAC. “As the world’s largest digital publisher, Yahoo!’s mission is to create user experiences that inspire and entertain. When we immerse brands into those experiences in a highly personalized and relevant way, advertisers see results. 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.”

With over 7,000 cases globally and over 300 cases in AMAP, AdIndex provides advertisers, agencies and publishers measurement of a campaign’s branding impact.


About Millward Brown
Millward Brown is a leading global research agency specializing in effective advertising, strategic communication, media and brand equity research. Millward Brown has helped its clients build strong brands and services through a set of comprehensive research-based –qualitative and quantitative solutions. It has 86 offices in 56 countries. Additional specialist practices include Dynamic Logic (global leader in measuring digital marketing effectiveness), a network of media experts (measuring media effectiveness), Firefly Millward Brown (our global qualitative network), The Neuroscience Practice (using neuroscience to optimize the value of traditional research techniques) and Millward Brown Optimor (focused on supporting clients to maximize their return on brand and marketing investments). Millward Brown is part of Kantar, the insights, information and consultancy division of WPP.