The overall advertising environment in 2009 was fairly gloomy with slashed budgets and revised strategies to address the new reality. However, that didn’t stop the industry from evolving, and the lessons learned will likely pay-off in the year ahead.

When it comes to “success” for a major advertising spend, we should spend more time worrying about the time consumers spend with a site, and not just the incremental audience generated.

2010 will be huge test, as new realities of consumer expression and cross-platform integration create a powerful new dynamic hovering over the largest single-spot ad spend on record.