• by Mark Walsh  @markfwal, July 30, 2012

Yahoo has formed a year-long strategic partnership with IPG Mediabrands that will include collaborating on ad-related research and first looks for IPG clients at Yahoo's latest digital ad solutions. Yahoo efforts will also be highlighted in campaigns featured in the IPG Media Lab, showcasing new and experimental ad innovations.

To kick things off, the Media Lab from July 27 to August 12 is hosting an exhibition illustrating how Yahoo is delivering Olympics coverage and related campaigns across video, social and mobile platforms. The aim is to highlight how Yahoo wraps content and sponsorship opportunities around big media events.

Research released by Yahoo's Genome analytics service today found half of respondents will turn to the Web to watch live events. Those who watch mainly in primetime are more likely to follow online coverage of the opening and closing ceremonies and read or post other Olympics-related material online and in social media.