When it comes to technology it seems like everyday we focus on big-screen this, or big-screen that, but today, thanks to Microsoft, I want to take a look at the small screen in your den or the tiny screen in your pocket.
Earlier this week, Microsoft's Mich Matthews said the majority of the company's estimated $950 million advertising budget would shift from traditional outlets like broadcast and print and migrate to the digital world instead. That's a big deal.
Yes it's true Microsoft isn't even in the top 10 of the nation's biggest advertisers, but this kind of stamp of approval from one of the biggest names in tech could do quite a bit to turbo-charge the already high-rev world of online advertising.
Cantor Fitzgerald for one says online advertising should swell from $30 billion this year to $60 billion by the year 2010.
"You have massive shifts of media consumption in favor of the internet, away from television, away from newspapers, away from magazines. The internet is now the number one media used at work, number two at home, advertisers need to follow consumers and consumer eyeballs, and those eyeballs are increasingly showing up on the web and advertisers have to follow them," says Derek Brown, the firm's analyst.