Great find. Interesting - is it extending the reach to early majority or increasing the % spend to internet advertising as it makes more sense - see the quote  ""The results of the survey continue to underscore the value that interactive advertising brings to the marketplace, as marketers and agencies build on established guidelines and best practices to control costs and maximize returns from their growing interactive budgets," added David Silverman, partner, Assurance, PricewaterhouseCoopers.

Imagine it grow as mainstream starts to get it

I agree people are increasing their share of wallet to online advertising, however I think it is also compounded by more people entering the online advertising space for the first time also.

Imagine what it's going to look like in 10 yrs time when online advertising is a major piece of everyone's ad budget! :)