Yahoo! To Boost Advertiser Confidence With Research

Yahoo! Europe has secured a deal with cross-media research firm Dynamic Logic enabling it to offer clients the means to measure the impact of online advertising on their brands.

The deal comes just months after a study published by MSN in conjunction with Procter & Gamble, Nestle and Kraft revealed that online advertising can boost off-line sales of consumer packaged goods by between 7% and 12.5% (see Online Advertising Can Boost Sales By Up To 12.5%).

Bob Ivins, director of research for Yahoo! Europe, said: “As online advertising increases its share we need to ensure we are demonstrating value for money to advertisers. We are eagerly looking forward to working with Dynamic Logic to help us contribute to the growing body of evidence that online advertising builds brands.”

Suzanne Moorey-Denham, managing director at Dynamic Logic, added: “Our research will enable Yahoo! to create closer partnerships with advertisers to demonstrate what is working and what is not, increasing advertisers’ confidence as they know exactly what return on investment they are getting.”

Yahoo!’s latest study builds on work undertaken by the company earlier this year in partnership with Colgate Palmolive to research an extensive online advertising campaign and to assess the effectiveness of adding digital media to the marketing mix.

Yahoo! was chosen as the exclusive online partner for the campaign after demonstrating its high reach amongst young professional ABC1 women. The company hopes the study will prove online advertising’s importance (see Yahoo! And Colgate To Study Benefits Of Online Advertising).

Yahoo!: 020 7808 4200 www.yahoo.co.uk
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