• Microsoft Advertising Community, Wednesday, July 8, 2009 5:30 PM

Young-Bean Song discusses the importance of bringing traditional media metrics to online advertising. Although brand advertising budgets represent nearly two-thirds of the $186 billion overall advertising market, only 5% of their overall marketing budgets are spent on the Web, Song writes.

Song believes the Internet has been unsuccessful in attracting significant investments by brand marketers because the ratings and circulation metrics they use when planning and analyzing traditional campaigns have not been effective in translating into online metrics. He writes that once digital advertisers and publishers can quantify the audiences' reach, frequency, brand advertisers will begin investing more in the medium.

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