To L'Oreal, AdWords was a beautiful way to amplify its TV campaign. The cosmetic company analysed its media mix using econometrics and found that over one-third of sales generated by TV were actually driven by online advertisement, with AdWords leading the pack in efficiency and reach.
AdWords from Google is the most effective form of online media. After the economic crash, L'Oreal's market share for L'Oreal Cosmetique Active dropped as new competitors entered the market. L'Oreal's response was to investigate their media mix and focus only on media that drove sales. They found that over one-third of the sales generated by TV were actually driven by online advertising. As a result, L'Oreal invested heavily in AdWords as a more efficient driver of sales, but continued to invest in TV, which amplified the online campaign.