The July 20 "On Media: Google, Omnicom Partnership Redefines Digital Advertising" column stated that "Lightspeed Venture Partners estimates that brand advertising from P&G, which comprises two-thirds
of all U.S. ad spending but only one-fourth of online ad spending, will start to flow into digital at scale." According to TNS (Kantar), P&G accounted for only 16% of the top 10 U.S. advertisers, and
about 2.2% of total (measured) U.S. ad spending in 2009. In fact, Lightspeed Venture Partners estimates that brand advertising dollars are going to start to flow online at scale. Two-thirds of all ad
spending in the U.S. is for brand advertising, yet three-quarters of online ad spending is direct response.