The internet isn't just an afterthought anymore, with an online marketing initiative bolted onto a TV campaign after the strategy has already been nailed down. In fact, according to an Economist survey, over 70 percent of global marketing executives believe that online will determine how major campaigns are planned and executed by 2008.

If you're a brand looking for reach, look no further than online:

And if the CMO doesn't believe you, then perhaps he or she will believe other marketers:

According to the ARF, 73 percent of advertising leaders think digital delivers higher ROI than traditional media. Likewise, Millward Brown research shows that 61 percent of marketers say online does a better job at providing measurable ROI than does television, magazines or radio

And these marketing channels don't exist in isolation. At home and at work, combining TV and the web can significantly extend the reach of a TV-alone campaign: