ChasNote

Microsoft’s Mich Mathews says most of her company’s $1 billion US ad budget will be spent on digital media by 2010 (Mediapost). I like the sounds of that! I also like to see that Microsoft is investing heavily against research and experimentation to determine how best to execute that enormous migration of dollars:

“in preparation for what would be a mass repositioning of ad dollars, Microsoft has allocated 3% of its current ad budget for a multi-continent experiment to test a series of emerging media, Mathews said. Mobile and IPTV are being gauged in Europe, interactive and out-of-home in Asia, and the effectiveness of satellite radio and RSS feeds in the U.S.“