By 2010, Microsoft will shift most of its $1 billion in U.S. ad spend to digital formats, according to senior VP Mich Mathews. Traditional media will play a role, but the goal will be to involve consumers in the brand. From MediaDailyNews: That [involvement] mantra has become so critical that it's taken into consideration when creating TV spots and other video ads. Providing content that consumers can take ownership …
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