Google, WPP Partner on Online Ad Research Initiative
ADOTAS – In a bid to spur fiscal growth as ad budgets shrink, Google and WPP are teaming up to fund a program that will figure out how online media influences consumer behavior, attitudes and decision making.
WPP and Google will contribute up to $4.6 million over three years to endow the Google and WPP Marketing Research Awards Program, which will immediately begin reviewing grant applications, the companies said.
The goal of course, is to funnel more ad dollars away from traditional outlets like TV and print as consumers increasingly spend more time online.
“We want to encourage more research about how online and offline media work together to influence consumer choices. We think that such research will contribute to more effective and more measurable advertising performance,” said Hal Varian, Google’s Chief Economist and a co-director of the grants program. “I’m excited that we’re teaming up with WPP to fund these activities.”
Mark Read, CEO of WPP Digital and WPP’s Director of Strategy, said, “We are thrilled to join Google in supporting this research program. The industry, our clients and our companies will benefit from the application of some of the world’s finest academic research minds into how online media influences consumers. The digital age raises many complex and critically important questions for marketers and media owners. The meshing of the business and academic worlds puts us on the path to providing robust answers.”
In addition to funding, WPP will provide access to BrandZ — the annual study of brand perceptions published by The Kantar Group — and the media data and research generated at GroupM. Clients of WPP and Google will be able to volunteer to provide case studies and data for research being conducted by grant recipients.
In the first year, the Google and WPP Marketing Research Awards Program will aim to award up to a dozen grants.
Reader Comments.
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