Gian Fulgoni, Chairman, comScore’

- The right metrics are critical

- It’s not just about direct response

- Need to measure offline as well as online behavior

- Post-buy measurement of delivery of media plan

“A lot of good changes occur in the toughest times because it causes you to question what you’re doing.”

Online advertising: $20+ billion in the US - $23.4B in 2008, 8%. 20% to direct mail, 12% newspapers, 23% TV (distribution, cable, broadcast combined), 6% radio, 5% Yellow Pages. Total: $296.8 billion.

“If anyone thinks the Internet is going to replace TV… In 08 the total amount of time spent watching television in the US grew by 4%. That growth alone was greater than the total amount of time spent watching online video.”

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Mobile Internet connectivity improvements through upgraded networks, smart phones, better data plans and more content are the main reasons why mobile advertising is starting to shift from “What’s all the hype about?” to “Finally, it’s catching up to the hype” mode. eMarketer reports that 2008 was where hype and reality crossed paths and now the future of the mobile advertising industry is poised to explode.

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In yesterday’s report, we informed you of the dramatic decline the newspaper industry is seeing in advertising revenue. Perhaps the most shocking revelation was that newspapers saw a 1.8% decline in online advertising revenues. You might have downplayed that decline due to the overall decline of online spending. However, new data from the Interactive Advertising Bureau, in conjunction with PriceWaterhouseCoopers, reveals growth of just over 10% in online ad spending.

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