PPC + TV + Tracking: It's Coming Together
As this USA Today article shows, TV is on its way to becoming a measurable direct response medium (at least cable TV).
First infomercials will become measurable (ugh!), then TV ads will become measurable, and then TV ads will become auctionable (read about the efforts of some advertising heavyweights with eBay to make that happen).
The search marketing industry has a huge market oppty to grow into, one that doesn’t stop for a good 10-15 years when the $400B global ad market is completely optimized. Two to three search engines will at that point be powering the global ad markets, and five to ten agencies will have evolved into equal parts math and creative behemoths to optimize those markets.
I hope to see you there.