Tomorrow, the world!

Yesterday at a UBS investor conference, President Kevin Johnson of platforms and services outlined Microsoft's gameplan for becoming one of the "top two" names in web advertising, Reuters reports.

The three- to five-year plan highlights expected increased share in web search, page views, percentage of total time online, and percentage of advertising dollars.

Using what it calls the "10, 20, 30, 40" plan, Microsoft plans to:

• lift properties like MSN.com and Windows Live email from their current standing of six percent of 'net page views to 10 percent total.
• raise the percentage of minutes ticked off on company sites, out of total time spent online, to 20 percent from 17
• hold 30 percent of online searches from a recorded 10 percent in September
• snag 40 percent of total ad dollars circulating digital ad platforms, from its existing grip of six percent

In July, Microsoft did a plum job of increasing search traffic with Live Search Club, an integration of query-based games with points and prizes allotted to frequent players.

Microsoft also built a dynamic in-game ad platform with EA, using technology from Massive, an acquisition from early '07. In August, the company acquired digital ad firm Aquantive; and in October it took a 1.6 percent share in Facebook, augmenting the latter's valuation to a bamboozling $15 billion.

Advertising Age also reports that Microsoft has begun a review for a "consumer-related creative assignment" worth $300 million. Pitchers likely aboard include McCann Erickson, Y&R, Deutsch, and Crispin Porter & Bogusky.