OgilvyOne Viewpoint #11 - Search: A must for every media plan

Internet-driven "search" has become the ultimate connection mechanism, linking buyers and sellers at a level of relevancy and immediacy never seen before.

OgilvyOne Viewpoint #11 - Search: A must for every media plan

Greg Smith

Internet-driven "search" has become the ultimate connection mechanism, linking buyers and sellers at a level of relevancy and immediacy never seen before.

"Seek, and ye shall find." - Matthew 7:7

MEDIA FRAGMENTATION IS A reality that increases daily, making it impossible to reach relevant consumers in any but the broadest, most untargeted media.

In the U.S. alone, consumers can access seven broadcast networks, 95 cable networks (Cable Advertising Bureau, 2008), 19,419 magazines (American Society of Magazine Editors, 2007) and 110 millionpublic websites (Wikipedia, March 2008)....

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