- Adweek, Monday, June 22, 2009 9:45 AM
The allure of Hulu.com's rapid success using traditional television ads has spurred some online brands into putting significant marketing dollars into ads in offline media. Kayak is among a
handful of online brands, including Zappos and Amazon, that are seeking TV ads and other offline tactics to create mass awareness and define more broadly what they do.
Apparently, online efforts are falling short in the eyes of companies with ambitious growth plans. In an RFP Zappos issued two weeks ago, the company said it was seeking "traditional mass
advertising (print, TV, OOH, etc.)" Robert Birge, Kayak CMO, says, "in spite of the popular folklore, human beings do not live sitting at a browser 16 hours a day. They still watch TV a
lot, read newspapers and magazines, drive places where they see billboards and read their direct mail."
Barry Lowenthal, president of The Media Kitchen, says television
advertising can help these online brands "bring two groups of people into the fold: Those that aren't already considering their brands and those who are not participating in the category.
TV is much higher up the purchase funnel" than online ads, he says.
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