So Ask.com have been advertising heavily on TV, Radio and Outdoor for a month or so in an effort to make people aware that there is an alternative to Google when it comes to search.
They had to do something, as Google is already synonymous with 'search' for the majority of internet users.
What is interesting though is that they have chosen traditional media channels to try and influence people's online behaviour. This could illustrate a number of things:
a) Ask.com have failed spectacularly to reach people while they are online, because when people are online, they automatically go to Google - using Google for search is the equivalent for many of using a kettle to boil water
b) That people use search as their gateway to the internet, and Google guards the gateway - users first go to Google, then go wherever it is they want to go. This means that you have to reach people before they are online, otherwise Ask.com will never reach them with their message.
c) There is still real value in the traditional media channels when it comes to influencing people and changing behaviours.
d) Search is now a product just like any other - and consumers have a choice about who they use to provide this service.
Hope everyone had a happy easter!