He notes that until the early 1990s, three spots on prime-time TV could reach 85% percent of a
target audience, a figure that has since dwindled to 35% to 40%. Balihoo helps buyers sort through the many other options. "There never has been one source where you can go and locate all the media
properties," says Side Door Media President Sally Shoquist, who is testing the search engine. "Google is a very, very poor substitute."
Early response has been encouraging, says Balihoo marketing chief Shane Vaughan. Seven of the top 10 national media buying firms are currently testing the search engine.
advertisement
advertisement