Microsoft anticipates shifting majority of adspend online by 2010


A top Microsoft executive has predicted that the majority of the firm's adspend will be spent online by 2010, writes BizReport. Speaking at the AAAA Media Conference Mich Mathews (Senior Vice-President of Microsoft's Central Marketing Group) said: "We're actually pretty confident that by 2010, the majority of our media mix will shift to digital." She went on to explain that we had now entered "The Era of Customer Participation" in which broadcasting to passive targets is being replaced by audience interaction. However, TV and print will not be completely abandoned and will still be used for tactical roles. Microsoft has recently signed up to eBay's TV ad auction system in the US. Figures from Advertising Age show that Microsoft spent $945m in total marketing during 2005.
From BizReport:, 05/03/2007
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