Search Trends - Search Engine Marketing

I read a very interesting article on Clickz today where Brian Teasley tells of his experience in capturing a bit of the "buzz" created by a brief mention of a company on Dave Letterman. I wish he would have shared some specifics regarding search and click volume based on his little test, but I'm guessing the volume wasn't huge, but that's not the point. The point is people look to the web for more information about things they see on TV and the way they know how to find that information is through the search engines. He continues on that vein with the example of not being able to find the Miller Lite Referee commercials at the top of the Google search results. It just goes to show you that search is still one of the most overlooked marketing tactics by ad agencies and many other marketers.