February 17, 2010 -With display advertising an increasing focus in Google’s universe, Hair Club, is among the first advertisers to test Campaign Insights, Google’s new tool to test the impact that display ads have on Web searches.
The February 22, 2010 issue of BusinessWeek magazine details Google’s interest in display advertising, as well as Hair Club’s participation in the Campaign Insights beta test.
Due to the recession, and many companies repurposing TV and print ad dollars to Web, online display advertising – which includes marketing messages in video and banner ads adorning Web pages – has become a popular way to raise awareness of a brand or product.
Google, which recently acquired both YouTube and DoubleClick in order to prioritize display advertising, pursues Yahoo!, which had revenue of $6.5 billion in 2009, largely generated through its display advertising efforts. Google plans to use its strength in the search marketing arena to expand into display.
Hair Club, in an effort headed by its Online Marketing Analyst, Michael Carlisle, ran banner ads promoting hair loss solutions across hundreds of Google’s partner sites, with Campaign Insights tracking the number of people who had seen the ads, and who then performed related hair loss Web searches.
“Display [advertising] drives searches and Web site visits,” says Michael Carlisle, Online Marketing Analyst for Hair Club “We knew that effect was there before, but now we are able to quantify it.”
Hair Club’s involvement in Google’s Campaign Insights test can be read about in the February 22, 2010 issue of BusinessWeek magazine.
Hair Club is the largest company in the hair loss treatments and hair replacement industry, with more than 95 locations throughout the United States, Canada, and Puerto Rico. The company was founded in 1976 by Sy Sperling, known by the trademark phrase “I’m not only the Hair Club President, I’m also a client.”