Bit of a shocking prediction by Rishad Tobaccowala during his keynote at the OMMA conference on Monday. Rishad said:

“At some stage it becomes more expensive to buy Google than to buy network television.”

Tobaccowala predicted that interactive advertising will go up by 20 to 30% a year for several years thanks to things like the rising costs of pay-per-click and the need to make creative more attention-getting.

[via Marketer Today]