Software giant Microsoft has said that most of its ad spend will be in the digital sphere within three years.
The comments were made at the AAA media industry seminar, where the company's vice president for marketing, Mich Matthews, said: "We're actually pretty confident that by 2010, the majority of your media mix will shift to digital."
The move follows the trend for consumers increasingly moving online and internet advertisements taking market share from more established formats such as print media and television.
At the same time, search engine Google is set to challenge ITV for the mantle of the UK's biggest advertiser.
According to Advertising Age, Microsoft spent $945 million on advertising in the US in 2005, a colossal budget that will have a significant impact on online advertising when most of this sum is spent in this field.
In the fast-changing world of internet marketing, many businesses are looking to supplement their pay per click ads with link building.
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