Chobani and Nielsen Catalina Solutions teamed up for a Yahoo Search ad campaign that resulted in a 9% lift in yogurt sales and a 1.3% increase in market share. The campaign was conducted as a measurement study as well to provide the brand with insights into how paid search impacted in-store sales. To do this they looked at household data on demographics, purchase histories, regional purchase behavior, and buying cycles. Chobani Chief Marketing and Brand Officer Peter McGuinness told Ad Age, "It's yet another proof point that advertising in any form, on any channel, has merit and effectiveness. It just helps further justify budgets overall, and specifically in search."