Is Search the New Mass-Reach Media?

Posted on October 24, 2007 | Permalink

By Lane Casteix

Since conventional media fragmented in the seventies, marketers of packaged goods products have been looking for a mass-reach media to speak to their customers. Some recent research is suggesting that Search may fill that void.

Conventional wisdom says consumers will search online for big ticket items like cars, televisions, or washing machines but they will not for packaged goods. But a study recently released by ComScore defies these long-cherished beliefs and suggests that people do indeed go online and search package goods products and go to their websites. Interestingly, packaged goods marketers continue to under-spend many other industries in this medium.

The study also suggests that more females than males are using search to find packaged goods products online and information about them, and they tend to be better educated, have higher incomes, and spend more in the category.

You can read the whole article here in the Advertising Age site.