That's what Association of National Advertisers chief Bob Liodice said during his opening remarks at the ANA's Digital and Social Media conference in Laguna Niguel this morning.

Local digital advertising revenues are projected to grow 13.1% in 2012, according to the U.S. Local Media Forecast (2011-2016) released this morning by BIA/Kelsey.

More than 70% of marketers are currently using newer digital and social media platforms to reach their customers, but 62% say the "inability to prove ROI is a top concern," according to findings of a survey of 224 member executives released this morning by the Association of National Advertisers.

Procurement services provider Procurian has acquired Media IQ, the media auditing firm founded by former Madison Avenue media director Michael Lotito, which helps marketers evaluate the performance of their media services agencies.

They're breaking out the bubbly -- the kind made from hops -- at GroupM's MEC unit. The agency just won an estimated $100 million European media planning and buying account for SABMiller, maker of Peroni Nastro Azzurro, Grolsch, Miller Lite, Cristal, Carling Black Label, Crown Lager and Bulmers Original cider.

While co-hosting Bloomberg TV's "in The Loop" this morning, billionare investor Warren Buffett commented on his love of newspapers, and especially an important part of their user experience: That users don't need to go out and search for news on them. "They come to us," he said, adding that he would rather invest in newspapers than other big media companies, including News Corp.

Adnetik, the pioneering agency trading desk that was incubated by Havas Digital, but which now operates as a free-standing business, has re-branded itself Digilant, a name combining the words "digital" and "vigelance."

Microsoft Advertising exec Mel Carson got laid off after working at the company for 2555 days. He's not the only one. A Microsoft spokesperson confirmed Thursday job layoffs at Microsoft. "Like any company, Microsoft continually evaluates its operations and works to align the business to key priorities," he said in a prepared statement. "I can assure you we’re thinking about the exciting new opportunities that Windows 8, Xbox and Skype present for our advertising and marketing partners."

Aegis Group, the London-based agency holding company that began as a Paris-based media-buying service is about to become part of a Tokyo-based marketing services giant that will be one of the largest in the world. In a surprise deal announced during the wee hours, the board and key managers of Aegis agreed to be acquired by Dentsu in an offer valued at $3.85 billion.

Publicis' Leo Burnett USA unit today unveiled a new research system based on "metaphors" that it claims could replace conventional forms of ad research, such as focus groups. The technique, dubbed MetaphorMining," was developed by Boston-based Protobrand, and utilizes "visual psychology techniques" via an online platform and to conduct brand metaphor research.