American adults spend 11 hours a day on the Internet. Nearly 60% of us own smartphones. What that tells us, then, is that pretty much every company needs to be an Internet company to be successful. And being an Internet company means mastering digital ads.

But in today’s world, there are so many ways to advertise digitally – from banner ads, to native sponsored content to mobile ads – that in many ways online marketing is still the Wild West.

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We called in an expert, comScore co-Founder and Executive Chairman Gian Fulgoni, to talk about how people are making money on the Internet. In short, it's all about video ads and mobile.

“The advertising space, it’s doing very, very well,” he said. Advertisers spent $53 billion on Internet ads in 2014, excluding mobile. That’s a 14% jump from 2013. And it shows that digital ads are narrowing in on the big daddy: television.

“[Digital ad spending] is equivalent to about 60% of all the money spent on television advertising and it’s bigger, individually, than radio, and then print and newspapers and magazines,” Fulgoni said.

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This may be partly because the lines between television and the Internet are blurring. Aside from mobile, video ads are the biggest growth sector of digital advertising, about 20% a year if we’re being specific.

“The effectiveness of video is so high that one video ad is about the equivalent of three display ads, static ads,” he said. Video ads exist in two primary forms: short form videos like an intro ad on a YouTube (GOOG) clip, and long form, like the ads embedded into content on Hulu. Right now, advertisers are leaning more towards long form advertising because it’s more familiar, according to Fulgoni; it mimics TV. And that means that content providers can charge TV prices. “The amount of money being charged for these video ads often is every bit as high as what’s being charged for a television ads,” he said.

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As far as mobile ads, which are growing astronomically, there are a few things to keep in mind. In short, take a cue from Facebook (FB).

It's no secret that Mark Zuckerberg seemed to justify the entire mobile ad industry with blockbuster mobile profits back in 2013, but the question remains how exactly did he do it? Fulgoni explained that it's all about engagement. Facebook built an app that is user friendly and attracts smartphone use. More than 75% of Facebook users use the program on their phones; 30% of them ONLY use it on their phone. And Facebook is aware of this. “You’ve got that engagement already occurring on that device. I think that the way the newsfeeds are set up on Facebook, and Twitter (TWTR) for that matter, you can really fit an ad in nicely there. And it’s really difficult for the consumer to avoid seeing it and noticing it,” said Fulgoni.

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Once you get consumers to notice your ad, the smartphone works in your favor, according to Fulgoni. Unlike a traditional computer browser where ads live on sidebars or banners, on a smartphone they tend to take up the whole screen. “[Mobile ads] are every bit as effective as the larger ads that you run on desktops and laptops,” he said. “You can really take over the screen easily on a phone… So you get the consumers’ attention. You get them engagement. Then, you can target the ads.”

Still, spending on mobile has not quite caught up to the amount of time consumers are spending with it. Which could mean that mobile ads are still a good, cheap buy for those in the know.

“It’s because the big advertisers really need to see the proof that moving their budgets around really gets them a good return,” said Fulgoni. But with Super Bowl commercials selling for $4.5 million this year, advertisers in the future may want to consider targeting smaller screens with smaller budgets.

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