We all know that Search dominates online advertising.  Today’s Wall Street Journal (while discussing Yahoo’s business prospects) provides some statistical illumination:

People spend 34% of their media time online, compared with 35% watching TV, according to a recent study by Forrester Research. But TV’s percentage of ad spending is 31%, while the Internet draws only 12%—of which paid-search advertising is close to half.

Brand.net, an ad firm, estimates that only 5% of brand-focused advertising dollars has moved online, compared to 30% of direct-response ad dollars. Changing that requires better performance measures for display ads and better targeting for specific demographic groups. Standardized formats for video ads would be helpful, too.

Filed under: online advertising