this report in MarketingVOX makes the example of how E*Trade used their commercial in social media, which I posted on yesterday even more noteworthy.

Of course, network TV advertising is still used by and large for branding by companies with the necessary marketing budgets and cross media integration is the exception rather than the norm.

The article, however, seems to indicate a pretty strong shift to include paid search in the equation.

Good news for Google, it seems!