The research, conducted by Microsoft portal MSN with the support of the
Advertising Research Foundation, is expected to provide media planners
the data needed to quantify the value of the web.
The portal commissioned US-based researcher Rex Briggs of Market Evolution to examine the role that the net played in the advertising mix of Dove Nutrium Bar, a consumer brand from Unilever's home/personal care division.
MSN's research of Dove found that increasing the number of online
impressions from six to 12 over six weeks helped increase Dove's overall
branding by 42 per cent.
Rose Leng, MSN regional marketing director of its Asia business division, said: "In the case of Unilever's Dove Nutrium bar, research found that the campaign was optimised when the online mix was about 14 per cent of the media mix. In Asia we would like to see advertisers going for 10 per cent of the media mix, rather than the current one or two per cent we're seeing right now."
