Google, WPP to Research Effectiveness of Online Ads

Google and WPP are coming together to study the effects online advertising has on a company’s sales and it’s brand in general.  Results from this study, lasting a period of 3 years, will be able to shed some light on “how ads in traditional and digital media work together to influence consumer choices”.

Besides attempting to prove the value of online advertising and convince business owners to more actively include it in their marketing mix, this study will also seek to allay fears of “traditional” markerters, some who often feel threatened by new media.