Top 5 headlines, for your 5 minute coffee break...

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Online ad spend is expected to increase in 2010

Research has revealed that as long as 94% of marketers continue to increase spend then online advertising will see an increase of up to 7.6% in 2010.

Further research has found that 83% of European marketing executives have increased online ad spend this year and this will continue to grow.

It is anticipated that by 2011 online spend is set to increase by 93%.

With the increase of mobile advertising underway, a third of businesses are now looking to include the rising medium to their marketing plans, and a massive 97% of them is expecting an increase in spend from this channel over the next two years.

Research has also found that increased online spend is driven by direct marketing, as more and more marketers are opting for digital online over TV ad spend. This is due to the increasing online video ad opportunities than ever before.

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Google bags new mobile ad company Admob

The world's leading search engine Google has agreed a deal to join forces with mobile advertising network Admob.

Google is paying Admob $750m (£449m) in stock in the hopes that the search engine will benefit from future opportunities in the rising mobile advertising market.

Admob sells adverts which are displayed on smaller screens such as the iPhone and the Blackberry, and has seen a massive success.

After Admob carried out more than 10bn global requests in September this year, Google's chances of success appears high.

Google is set to utilise new mobile technology to assist brands and publishers in driving mobile advertising.

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Microsoft are paying for removal of news content from Google

It has been reported that Microsoft has offered to pay newspaper websites to remove content from two dominating search engines Google and Yahoo in exchange for exclusivity on their own search engine Bing.

Microsoft will be paying News Corp for their online content, who also own the Wall Street Journal and the Sun.

It has previously been reported that News Corp had intended to block Google from accessing content from newspapers such as The Times, The Sunday Times and the News of the World.

Microsoft hopes that by removing content from Google and Yahoo will benefit Bing in the hopes that it will increase its traffic, according to reports.

According to the newspaper Financial Times, Microsoft has been in talks with other online publishers to remove their sites from Google.

A website publisher from the Financial Times said: “This is all about Microsoft hurting Google's margins.”

Microsoft has been continuing to find ways to challenge rival search giant Google and hopes this avenue will help boost their search engine.

It has been reported that Microsoft hopes that newspapers struggling to find revenue means will see this proposal as a great opportunity for them to showcase to readers their online content for free.

Google has said: “We believe search engines are of real benefit to newspapers. Google has a clear policy of respecting the wishes of content owners.”

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Google Introduces Ad Site Links to Adwords

Google has launched a new product Ad Sitelinks which will allow advertisers to add extra links in their paid search ads.

Ad Site Links will display four additional links under the main site.

Ad Sitelinks are links to pages deeper within your website, and can therefore extend the value of your existing Adwords ads.

Adwords, Google's leading advertising product, offers various advertising including Pay per click and targeting for text and banner ads.

Google said that Adwords Ad Sitelinks “increases choice and relevancy” in search ads.

Dan Friedman, a member of Google's AdWords team has said that Ad Sitelinks are only introduced to “advertisers whose ads meet a certain high-quality threshold.”

“Early participants in Ad Sitelinks, like Priceline.com, found that presenting multiple link options made it easier to direct users to relevant information on their sites, driving them deeper into the conversion funnel,” he adds.

Ad site links, which was initially tested in August this year, will give users more options, creating relevant ads and hence increasing the value of advertisers' brand terms and keywords.

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Google reveals its Chrome Operating System

Leading search engine Google recently unveiled its operating system Chrome OS.

Google announced in July this year that it is launching its own operating system as its continuing battle with rival Microsoft increases.

The operating system, which is set to fully launch in a year, is based on a web browser that can speedily run web pages and applications, and where all of the user's data will be stored on Google's servers.

The operating system is based around the Google Chrome browser, which was introduced in September last year and already has 40m users, as stated by Google.

Google's aim for Chrome OS is to be like that of a television where it is switched on and can immediately work at the press of a button.

Google has said that the operating system would only run on computers using “solid state drives” as opposed to traditional hard drives, as only the use of specific hardware can increase their speed.

SOURCE: BBC, NMA, IAB, Seroundtable