The typical consumer spends more time online than watching TV, listening to the radio or reading newspapers or magazines, yet advertisers still spend the fewest ad dollars online. As advertisers let go of the notion that online marketing exists solely to generate leads, more ad dollars will be spent online. Research firm eMarketer projects that online ad revenue will exceed $22 billion in 2009, up from less than $10 billion in 2004. So what does the future hold as marketers get on board with online?