Yahoo! and Millward Brown Team Up in Asia

Yahoo! Asia Pacific and Millward Brown have announced a partnership using the latter's AdIndex solution to help clients evaluate the brand impact of digital advertising, both in general and on Yahoo! properties.

AdIndex has been used to study more than seven thousand digital campaigns globally and 300 in the AMAP region. Sonia Liang, Millward Brown Media and Digital Director for Hong Kong and Taiwan, said the Internet giant was 'taking a bold step by highlighting branding impact of digital advertising.'

She comments: 'we have seen a huge difference across campaigns in their ability to shape consumer perceptions of the brand... 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.'