Following its successful "Campaign for Real Beauty" wasn't easy, but Unilever's Dove brand was on a roll when it launched a new line of Calming Night products with a smorgasbord of old -- even really old -- media, banking on a red-hot star, a dynamic partner, and a lot of faith in online media and marketing.

Sizing up the Web's biggest spenders. More marketers than ever are drinking the Kool-Aid when it comes to online media and marketing. Now it's not so much a question of whether they'll commit budget to online advertising and promotion, but of how much money they'll earmark and for what types of interactive media, including brand advertising, video, Web site design and development, search marketing and optimization programs, contests, behavioral targeting, wireless, and other nascent and emerging forms of new media. In 2005, a relatively new technology brand, Vonage, ranked as the No. 1 online advertiser, according to …

It's true that marketers are increasing spending on online media, marketing, and advertising. Digital media and marketing aren't the same hard sell they were a few years ago. In a few cases, depending on the industry, spending is approaching nearly 30 percent of a marketer's overall budget; in others, it hovers at around 4 to 6 percent. This month, OMMA focuses on the Top 10 online advertisers, according to TNS Media Intelligence, offering a glimpse into how they spent their online dollars. During the course of our research, we found that TNS does not factor search marketing dollars into …