The impact of Microsoft's lawsuit against a trio suspected of carrying out a massive click fraud scam remains to be seen, but experts who follow online advertising welcomed the action and voiced hope that the case would deter people who routinely manipulate clicks on Web ads.

Mercury Media, the Santa Monica, California-based direct response media agency, will target the growing market for direct response advertising aimed at Spanish-speaking consumers with a dedicated specialty practice.

People are spending more time watching videos online. According to the Nielsen Online VideoCensus, the time per viewer spent looking at videos online jumped 49% in May 2009 compared to May 2008.

Advertising revenue from direct mail is expected to plunge 39%, from $49.7 billion in annual spending in 2008 to $29.8 billion, by the end of 2013, according to a new forecast from Borrell Associates. If the forecast turns out to be right, direct mail would fall from the No. 1 position for ad revenue to No. 4, behind the Internet, broadcast TV and newspapers, the report added.