Advertising and marketing firm WPP will be teaming up with Google to provide $4.6 million in grants to researchers interested in studying the influence on consumers of online media. The two companies have assembled a team of academics to oversee the studies.
“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.”
Both companies have a vested interested in the increased utilization of online advertising, something they no doubt hope will be bolstered by the research conducted as a result of their grants.