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06:44 28th July 2011
Businesses in the UK can benefit from people searching their name online if triggered by other media like TV advertising, according to Colm Bracken, group search manager at Microsoft.
He said gradually more advertisers are experimenting with the various forms of media and how they interact and influence each other.
"People may be being exposed to TV advertising - think of all those people who sit the whole evening with their laptops on their lap watching television, sitting in a house and are then prompted to conduct a search," he explained, illustrating a way in which other forms of media drive online search.
He went on to say that the same logic could be applied to radio and various other forms of media.
"People are maybe grabbing their mobile phone or their laptop and conducting a search," he said.
IAB's recent study showed around 37 per cent of people were prompted to perform an online search once they saw a TV advert, Mr Bracken added.
Posted by Derek Oldman
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