Perfect example of old media defending its turf.

The key take-away from that article is …
“This year Publicis bought Digitas, a specialist in online advertising, for $1.3bn.”

The old ad agency is and it’s TV planning and buying and so-called marketing mix is scrambling and it’s evident. The TV dollars are simply shifting to digital and it makes sense. The typical “big” marketer allocates roughly 5% of its ad budget to digital while the majority of the balance still goes TV…in other words there is still plenty of money to be shifted into digital. The only “bubble” I would forecast would be the one headed for TV advertising and its new C3 advertising data that will start to be released next quarter by Nielsen.

By Andrew Edgecliffe-Johnson in Monte Carlo
Published: November 12 2007 02:00 | Last updated: November 12 2007 02:00

http://www.ft.c...00779fd2ac.html

Too many new media companies are chasing too few advertising dollars, one of the advertising industry’s most senior executives has warned, as fresh questions were raised about the fast-rising valuations of prominent online groups.

For popular search terms your concern is not going to be running out of clicks, but rather running an efficient campaign where you’re paying a reasonable amount for high quality clicks.

(for example lets say i start a pay per click campaign for “online software”, how many clicks could i possibly pay for per day, 5,000 … 10,000 … 50,000 ….

I assume any reasonable person would run out of money before this happens (not everyone has millions to spend on advertising), and I suppose it would be dependent on the search term, but for something fairly popular is there much of a concern?