Colgate Palmolive (UK) Ltd has appointed Yahoo! UK & Ireland to run its first online campaign with significant research budget, the first-ever Colgate UK cross media study to involve online. The project will assess the effectiveness of adding online into the overall marketing mix by measuring it in conjunction with outdoor, TV, press, direct marketing samples and cinema.

The campaign, which will appear on the Yahoo! Homepage and throughout the Yahoo! Network from mid May, will support the launch of a new variant in the Colgate toothpaste portfolio, Colgate Total Advanced Fresh.

Colgate Palmolive (UK) Ltd worked with Mediaedge:cia Digital and the Internet Advertising Bureau (IAB) to find an online media partner that would reach the required audience and provide a platform to evaluate the effect of adding online to the media mix. The research is being conducted by Marketing Evolution.

Yahoo! was chosen as the exclusive online partner for the launch by demonstrating its high reach amongst the core target audience of young professional ABC1 women. Using the internet for email, entertainment and news, 68% of the target audience is online and more than half of these use Yahoo! The company also showed a detailed knowledge of the target market through rigorous research.

Colgate-Palmolive E-Business Director, Gabi Stade said: "The project represents a landmark research study for the online advertising industry and will impact upon cross media campaigns in the future. 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 whilst being sure to track any innovations to assess their effectiveness. As part of the research we will also be assessing the cost efficiency of the various media channels involved in the campaign and this information will be shared across Colgate Europe."

Yahoo! UK & Ireland sales director, Alison Reay, said: "This campaign is a great example of how Yahoo! can work with major brands and the IAB to measure the impact of online advertising. This research is a huge step-forward for the industry and we are confident that it will further help us to prove the effectiveness and potential of our medium, as well how highlighting how online can maximise campaign reach against a work based audience."

Mediaedge:cia Digital Group Account Director, Fiona McCann said: "This research is indicative of the increasing confidence in the use of digital to deliver upon campaign objectives for FMCG brands. At Mediaedge:cia we are committed to effectively integrating digital within the media mix; truly understanding the impact of adding the channel is vital for effective planning. The results of this research will be integral in further demonstrating the validity of the internet as a brand communication channel and the efficiencies that can be gained."