According to Dan Gillmor of the San Jose Mercury News, Google and other search companies are tapping into a new breed of advertiser and don't yet covet the dollars General Motors and other large companies spend on television ads.
Not so. Not at all. Not by a long shot.
Search advertising remains new, but it is hardly dominated by small mom-and-pops who've never advertised before. Plenty of businesses small and large, new to advertising and experienced, make use of the space. I've talked with the full range of them at our various conferences.
Search isn't best viewed as attracting a "new breed" of advertiser. Instead, it's better understood as new advertising medium that has sprung up. Yes, this new medium has attracted a new breed of advertiser who understands how search ads work. However, there are plenty of the old breed who use it as well.
And believe me, Google wants those big GM ad dollars. So does Overture and other search media. If they didn't, they wouldn't be funding research showing the tie between search ads and branding, as they did with the IAB recently.
More comments on Gillmor's article also from Greg Linden: Google and the long tail.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) will bring together the industry's leading online marketing practitioners to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, the comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!