Google and WPP to fund research grants

US-- Google and WPP are to jointly fund a grant programme to support research into how online media influences consumer behaviour.

Up to $4.6m will be pumped into the programme over the next three years and the partners aim to award a dozen grants in the first year.

The two firms have formed a committee, headed by Professor John Quelch, senior associate dean of Harvard Business School, and a non-executive director at WPP, to decide which research will be funded.

Eric Salama, CEO of Kantar, WPP's insight division, said: “The industry needs a much better handle on how offline and online media interact with each other and how that interaction shapes consumer behaviour and attitudes. This initiative will be a critical part of that solution.”

Google's senior vice president and president of advertising operations for the Americas, Tim Armstrong said: “As it becomes more challenging to reach consumers through any one medium, we hope programmes like this will help drive a deeper understanding of how marketers can engage consumers, both online and offline.”

Author: James Verrinder