Yahoo! and Nielsen have announced the launch of Brand Impact, a study aimed at quantifying branding effectiveness of online advertising campaigns across Asia. The two will use a series of 100 case studies to gauge brand effectiveness of online advertising campaigns to provide better Internet insights to marketers.
The study will be based on a range of digital marketing evaluation benchmarks that will enable advertisers to compare the branding performance of their online ads against the online advertising sector and within their industry verticals. Brand Impact will also provide advertisers with a range of metrics, including awareness, favourability, purchase consideration, recommendation and purchase intent.
David Webb, Nielsen’s Managing Director of Advertising Solutions, APMEA Region, said, “The online sector in Asia and around the world has seen exponential growth in advertising spend as companies look to determine the right balance across media to best reach consumers. Up until now, however, these companies have been operating with limited metrics to evaluate the success of their online campaigns.”
“Brand impact will allow us to look beyond traditional click-through rate metrics to quantify the broader brand impact of online campaigns and provide a true gauge on ROI and performance,” he added.
Nitin Mathur, Senior Director Marketing, Yahoo! India, felt that marketers were often challenged to justify how they would stretch limited budgets across a range of advertising vehicles, including online platforms. “It is critical for today’s marketers to be able to measure their return on a marketing investment, and 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 advertising campaigns.”
Brand Impact will be carried out over the next 24 months and will involve 100 campaigns from several markets in the region, including Taiwan, Hong Kong, India, Korea, Singapore, Indonesia, Malaysia, Philippines, Thailand and Vietnam.
An interim report will be released at the end of 2011, while the final study and benchmarks will be available in 2012.
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