Yahoo! and Nielsen launch Online Advertising Effectiveness Study
VARINDIA- INDIA'S FRONTLINE IT MAGAZINE Yahoo! and The Nielsen Company have launched the Brand Impact, a study aimed at quantifying the branding effectiveness of online advertising campaigns across Asia. The Yahoo! Nielsen Brand Impact project will consist of a series of 100 case studies which will gauge the brand effectiveness of online advertising campaigns. This study will provide better Internet insights to marketers 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. 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 adver...