MUMBAI: Colgate-Palmolive has appointed Yahoo UK and Ireland to run its first online campaign, and is investing a substantial amount of money researching the effectiveness of adding online advertising.

The campaign is running across Yahoo! UK and Ireland, supporting the launch of the new variant Colgate Total Advanced Fresh. The project will assess the effectiveness of using online ads in conjunction with outdoor, TV, press, direct marketing samples and cinema.

 
According to a media report, this is the first time one of the company's cross-media studies will involve online. Working with Mediaedge:cia Digital and the Internet Advertising Bureau, Colgate is hoping to discover the effectiveness of using online advertising as part of a major campaign. The research will be conducted by Marketing Evolution.

Colgate Palmolive e-business director Gabi Stade was quoted in a media report sating, "The objective is to test whether including online within the media mix works more efficiently than TV and traditional media alone. At Colgate-Palmolive we are always keen to push the boundaries of the marketing mix while being sure to track any innovations to assess their effectiveness."

Yahoo! hopes that the Colgate case would help it prove that it had an impact. Yahoo! UK and Ireland sales director Alison Reay was quoted in another media report saying that the research was a huge step forward for the industry and that they were confident that it would further help them to prove the effectiveness and potential of their medium, as well as highlight how online can maximise campaign reach against a work-based audience.

The campaign began appearing on the Yahoo homepage and throughout the Yahoo network from mid-May, supporting the launch of 'Colgate Total Advanced Fresh' toothpaste.