Brand Impact, a study aimed at quantifying the branding effectiveness
of online advertising campaigns across Asia, is the brainchild of
Yahoo! & Nielsen. The project consists of a series of 100 case studies
which gauge the brand effectiveness of online advertising campaigns.
This study provides better Internet insights to marketers based on a
range of digital marketing evaluation benchmarks that enable
advertisers to compare branding performance of their online ads against
the online advertising sector and within their industry verticals.
Brand Impact also provides advertisers with a range of metrics
including awareness, favourability, purchase consideration,
recommendations and purchasing intent.
According to David Webb, Nielsen’s Managing Director of Advertising
Solutions, APMEA Region: “The online sector in Asia and around the
world has seen exponential growth in ad spend as companies 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 is an
excellent example of Nielsen and Yahoo!’s ongoing efforts to measure
advertising effectiveness and present Asia’s most in-depth insights on
the impact of online advertising to date. This allows 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
Brand Impact will be operational over the next 24 months, involving 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 and the final
study and benchmarks made available in 2012.