There's a big difference between what marketers want and what will happen. Brand campaigns may seem inefficient, but that's mainly because there is not a directly quantifiable method of evaluating performance. If online direct marketing worked for brand focused companies then I'm sure the biggest categories spending online would be CPG and Auto as they're the companies that have the biggest ad budgets globally. However, they happen to be the two smallest categories advertising online. Why? Because you're going to have a hard time evaluating the performance of a Tide campaign by looking at traditional web ROI metrics. Any company that can do direct marketing is already doing so, they started years ago and Google only accelerated their investment. I have to believe that while marketers may want to see more accountable campaigns, unless people start buying their toothpaste and running shoes online direct marketing is not something that'll make sense to them. I think this is a prediction better suited to 2009 when video has totally taken off and perhaps we'll be able to better measure the ROI from branding in the online environment.