With advertisers pushing more money into online campaigns, Yahoo announced a new service on Friday designed to help businesses measure the impact of those dollars on offline sales.
The portal company has partnered with Marketing Management Analytics, a Connecticut company, to offer a service that should help businesses better measure the success of their online campaigns compared to those in print and other media, it said.
Yahoo is in a fight for advertising dollars with rivals Google and Microsoft. MSN, as well as many other online properties. It said its new service will help businesses make better decisions about where to spend their advertising budgets, and is part of its effort to improve the accountability of online marketing efforts.
Internet advertising revenue in the U.S. reached US$9.63 billion in 2004, up 33 percent from 2003, according to figures earlier this year from PricewaterhouseCoopers. The total was expected to increase again in 2005.
Yahoo's service will build on Marketing Management Analytics' existing model for measuring advertising effectiveness by adding Yahoo data about users' exposure to advertisements that appear in graphics and alongside its search results. Businesses can also choose to include data from other online marketing campaigns.
The combined results will help businesses figure out how successful their Yahoo campaigns are compared to those on other sites and in other media, the companies said.
Businesses are spending more and more advertising dollars online, and they need more information about how those campaigns affect sales, John Nardone, MMA's chief client officer, said in a statement.
Pricing information was not released, and Yahoo was not immediately available for comment this morning.
Marketing Management Analytics' customers include Toys 'R' Us and Jenny Craig, according to its Web site.