Traditional Media Leveraging Search Marketing

Comments | Posted by Lee Odden on Aug 31st, 2005 in Online Marketing

Marketing VOX writes via AdAge that several TV networks are using paid search with Google AdWords and Yahoo Search Marketing (Overture) to generate traffic to previews of fall shows.

Here’s an example for the show Prison Break. Networks are certainly feeling the effect of shifting audiences and finally realize search engines are where larger numbers of potential audiences are spending their time.

In fact, here are some numbers for you: Internet usage in the US is currently at 68% penetration with 223 million users as of July 2005 according to Nielsen//NetRatings. Simultaneous Web and TV usage is up 72% according to the last “Media in Mind” survey by Universal McCann.

Big media giants are waking up to marketing online including search. Kevin Ryan makes some interesting predictions about the result:

“The following may be the toughest thing you’ll ever have to hear about your future in interactive marketing: Each entrepreneur in our the space; the leaders, the dreamers, and even the best and brightest will be swallowed up by the traditional-media-come-lately folks who couldn’t care less about interactive anything, but need to make the mortgage in Chappaqua and the monthly nut on the house in Quogue.”

“They will pass by you and me — the interactive revolutionaries — as they strive to make their sales numbers and giggle at your efforts to change the world. Bank on it.”

In the meantime, there’s a huge opportunity for interactive and search marketers that play in the big media space. Time to go to work.

Update: Looks like search is bringing it to traditional media – Google is now selling print ads as part of it’s AdWords program. CNET