Lee Odden

Traditional Media Leveraging Search Marketing

Lee Odden     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 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 . 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. 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.

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About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.