New Yahoo Service Seeks To Improve ROI Of Online Ads - InformationWeek

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New Yahoo Service Seeks To Improve ROI Of Online Ads

The service measures Yahoo ads' effectiveness against ads on other media, whether they're on another Web site, on television, or in print.

Yahoo Inc. and Marketing Management Analytics Inc. on Friday launched a service that helps advertisers determine the effectiveness of online ads on sales.

The move comes as marketers are under increasing pressure by companies to justify the high cost of advertising, both on and offline. The new service delivers returns on investment by assessing ads on Yahoo and measuring their effectiveness against ads on other media, whether it's on another web site or on television or print.

Besides the comparison of marketing campaigns, the service provides recommendations to marketers on how to maximize the effectiveness of their overall spending on advertising. The service would be available at an additional cost.

Greg Stuart, president and chief executive of the Interactive Advertising Bureau, said marketers are increasingly under pressure to show chief executives and financial officers that advertising dollars are having a positive affect on sales.

"Marketers are under assault right now," Stuart said.

As a result, assessment services, such as Yahoo's and MMA's, are being used more often by marketing departments trying to turnaround their reputation of spending money freely, without any proven return.

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