Horan

Speaking at a Kelsey Group event, IAC CEO Peter Horan told attendees that the key to reaching consumers is thinking like one when planning campaigns, according to ClickZ.
Horan explained to the group that branding online is no longer something that can be done from the "top down." Instead, he said, there needs to be a more integrated web-wide approach that takes into account that consumer interactions with brands often begin with a search engine.

Local search, Horan opined, has fallen short simply because a better model exists in the offline world. Until local search can simplify the connection between consumer and service, it will continue to flounder, predicted Horan. He said he plans to use IAC's Atlanta call center to replicate the door-to-door model with his online service.

Horan also announced that IAC-owned CitySearch will, later this month, begin offering video ads through a partnership with Turnhere.com.