Brand Republic: Online growth is good but there is still work to be done

British media executive Damian Burns rues the fact that, while online ad billings are rising quickly, they're still extremely out of proportion to viewer's media consumption. The net comprises about 12 percent of media consumption, but only about 2.5 percent of the ad dollars in Britain - a situation much like the one in the U.S.

Burns attributes the market inefficiency to the way media is bought and sold. Particularly, he blames the media planners who just aren't yet comfortable apportioning large parts of media budgets to a medium they can't yet comfortably discuss with their clients.