G.M. O'Connel has been engaged in interactive marketing since 1987. Joseph Jaffe Interviews him for imediaconnection and O'Connel has some interesting things to say:

What I'm saying is that the creative hasn't worked for the most part. What we tend to do from an industry perspective is that we want to make it bigger, louder and more intrusive. Those are the wrong answers. The right answer is how we can make things more complementary to what someone is trying to get done. And once we figure that out, we'll be in business. That's the problem with Advertising on the Internet. [link]