Yahoo! and Nielsen Link to Measure Asian Ad ROI

In Singapore, Yahoo! and Nielsen have partnered to launch Brand Impact, a study aimed at quantifying the branding effectiveness of online ad campaigns across Asia.

The Yahoo! Nielsen Brand Impact project will comprise a series of 100 case studies from across Taiwan, Hong Kong, India, Korea, Singapore, Indonesia, Malaysia, Philippines, Thailand and Vietnam. Results will be delivered alongside a range of digital marketing evaluation benchmarks, designed to enable advertisers to compare the branding performance of their online ads against the online advertising sector and within their specific industry.

Brand Impact will also provide advertisers with a range of metrics such as awareness, favorability, purchase consideration, recommendation and purchase intent.

Jeff Han, VP of Marketing at Yahoo! Asia Pacific says that marketers are often challenged to justify how they will stretch limited budgets across a range of ad vehicles, including online platforms.

'It is critical for today's marketers to be able to measure their return on a marketing investment,' Han states. 'Yahoo! has taken the lead in the industry by working with Nielsen to produce benchmarking metrics that marketers can leverage to evaluate the success of their online ad campaigns.'

David Webb, Nielsen's MD of Advertising Solutions, APMEA Region, says the study will allow the firms to look beyond traditional clickthrough rate metrics to quantify the broader brand impact of online campaigns, and provide a gauge on ROI and performance.

Web sites: www.yahoo-inc.com and www.nielsen.com .