A recent report by eMarketer projects that online advertising will more than double as a percentage of total media, rising from 6% share to 12% share in 2010.

I believe that this increased spending will drive more engaging advertising experiences online. Flat banner advertising cannot be scaled to this level, even with greater impressions across the web, as users can only consume so many static messages and will quickly tire of the online billboard model.

We will see the brands that embrace multi-channel interactive marketing break out of the clutter of this landscape. With the increased complexity of so many online channels, I think some of the largest campaigns in the next several years will be driven from an interactive strategy rather than the traditional backfill of interactive coming from a print or television strategy.

That’s why the traditonal agencies are buying all of the interactive shops. WPP, Omnicom and Interpublic have all been on a tear to gobble up interactive services. But I think we will need see a seismic shift in these agencies as they will need to bake interactive into their strategies, not treat it like another production studio in their mix of offerings.

Should be an interesting few years. What do you think? Give me your comments below.