That's an example of how somebody hasn't executed well?It's all about following consumers through their media consumption habits from the couch to the computer to the cell phone. You want to make sure you'll be there on their schedule.

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In the 24, 72, to 96 hours after the event there's a tremendous search demand. [In the past], we've seen a surge in search Sunday night, Monday, and into the workweek.

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I had police officers, fireman and building inspectors come to my booth at the National Hurricane Conference and they thought it was phenomenal.

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That's 30 uninterrupted 30-second TV spots. Think how much that would cost on TV, and the difficulty in getting people to watch even one full 30-second ad. To me, that's a much more effective use of marketing dollars if you know your message is in front of the consumer for a much longer and more controlled period of time.

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