Rajesh Jain has a comprehensive review of the recent ad:tech conference. One part of his summary points out the high ROI for online advertising versus traditional advertising:
In the US, there is a big mismatch between time spent online and ad dollars. US Consumers are now estimated to be spending over 20% of their time online, while online ad spend ($20 billion in 2007) is only 7% of the overall ad budgets. This is seen as the big opportunity to dramatically grow the size of the online ad pie. As the US economy slows, there is a feeling that advertisers will move more money to where it can give better RoI. Print and TV are the two media which will feel the impact and pain of this shift.
His post has several strategic concepts, so bookmark it so you can refer to it during strategic planning.