BusinessWeek has a good story called Googling for Gold that forecasts what companies and technologies Google might buy into.
Last year U.S. advertising spending was an estimated $300 billion to $400 billion. Just $10 billion of that was spent online, even less than for ads in the Yellow Pages.
By contrast, newspaper and direct telephone markets were worth five and nine times as much, respectively. Yet, according to Forrester Research Inc., households now spend at least 30% of their media time online, while the Internet has just 5% of total ad spending.
We spend 30% of our media time online and yet advertisers only spend 1/30th of the total advertising dollars on that medium. Your cell phone is with you what % of the day?
Where do the advertising dollars go when advertisers figure that stat out?