Big question for everyone is will we ever really lose the edge that comes with being on the complete brink of disaster?  Do we ever get to fully breathe again or will we always have a bit of awkward uneasiness to every day? 

In 2009 we at Microsoft went through our first headcount reductions, had our first Fiscal Year that was not growth year over year. Then in past 6 months we launched Windows 7 and BING, launched a new Microsoft Advertising Brand, had Steve Ballmer at Cannes for the first time and the past few quarters we’re back to year over year growth. 

So why do I still lose so much sleep? 

Maybe it’s because we still have so much to do as an industry.  We still don’t have a percentage spend equal to the time spent in digital media, we still don’t have the creative assets in digital that traditional media has, and we still haven’t shown enough to Brand advertisers on how they can not only build their brands online, but do it more effectively so they move those dollars to digital.  But, we’re making progress and I think 2010 will bring some key shifts in the Ad business towards digital. 

At Microsoft, we executed our first multi-screen effort with Deadliest Catch this past year, and since that debut, the number of campaigns that include multiple screens - TV (gaming), PC, Mobile - grows exponentially month over month. 

The results are even more impressive for those campaigns utilizing the multi-screen approach.

So I think I’m happy the calendar is turning. I’m optimistic about 2010 and advertising all up and of course digital.  I’m looking forward to a year of events that have a more positive vibe, where we can discuss the issues of how to move forward faster versus pure survival, but also excited that the blind enthusiasm will be gone for a long time and we can have meaningful conversations on how to drive Innovation, Customer Connections and Results with our customers and partners.

Mark

GM of Marketing for Microsoft Advertising – Follow me on Twitter