Timing Is Everything In Search

For digital Rainmakers looking to synchronize strategies across multiple paid search marketing platforms, timing is everything. As Google representatives demonstrated at this year's OMMA Mobile conference, the flow of usage across search platforms is significantly different from device to device. Use of the desktop is     steady throughout the workday, but starts to decline as prime time nears. That's when both mobile and tablet search usage spikes, peaking during the last two hours of the day. That means that many consumers are  "second-screening" during the prime time TV viewing period. And that presents the next big challenge for Rainmakers, who will need to create more interactive, realtime brand initiatives to enhance their television campaigns.