Yahoo! And Colgate To Study Benefits Of Online Advertising
Yahoo! UK & Ireland has been selected by Colgate Palmolive to research an extensive online advertising campaign to assess the effectiveness of adding digital media to the marketing mix.
The campaign will run across the Yahoo! UK & Ireland homepage to promote the launch of the new Colgate Total Advanced Fresh variant. The move marks the first time that one of the FMCG brand’s cross-media studies will involve an online element.
Colgate worked with Mediaedge:cia Digital and the Internet Advertising Bureau to find a media partner that would provide a platform for measuring online advertising in conjunction with outdoor, television, press, direct marketing and cinema activity.
Yahoo! was chosen as the exclusive online partner after demonstrating its high reach amongst the core target audience of young professional ABC1 women. The company hopes the study will prove the effectiveness of online advertising as a key part of the media mix.
Yahoo! UK & Ireland sales director, Alison Reay, said: “This research is a huge step-forward for the industry and we are confident that it will further help us to prove the effectiveness and potential of our medium, as well as highlighting how online can maximise campaign reach against a work based audience.”
Mediaedge:cia Digital group account director, Fiona McCann, added: “We are committed to effectively integrating digital within the media mix; truly understanding the impact of adding the channel is vital for effective planning. The results of this research will be integral in further demonstrating the validity of the internet as a brand communication channel and the efficiencies that can be gained.”
Online media owners have long been calling on marketers to realise the potential of internet advertising as a cost-effective and accountable medium that can help them achieve greater return on investment.
Earlier this year a new study published by MSN in conjunction with Procter & Gamble, Nestle and Kraft recommended that marketers should significantly increase their internet adspend after revealing that sales of consumer packaged goods rose by between 7% and 12.5% when advertised online (see Online Advertising Can Boost Sales By Up To 12.5%).
Yahoo! UK & Ireland: 020 7808 4200 www.yahoo.co.uk
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