Yahoo, Google look to new outlets

Yahoo and Google are planning to increase their advertising on other networks such as the television and mobile phones. Both have already seen an increase in demand for their internet searches as a result of this extra publicity. Do you think this will continue to boost demand or at some point balance back to the competitive market area? Are other search engines going to benefit from Yahoo and Google’s advertising or are they going to be left in the dust if they do not start doing the same thing?