Sorrell: ‘Sky Really Is Falling, Promise’

Perhaps motivated to maximize the impact of WPP’s purchase of digital marketing firm 24/7 Real Media, or just serenely confident now that the deal is done, WPP Group CEO Sir Martin Sorrell is telling everyone who will listen (or at least the Times of London) that this online advertising thing is going to be big — bigger than TV, even!

Granted, predictions of online becoming a dominant advertising medium have been around since the last century. But the prognostications could become reality as early as 2010. Not that TV will wither and die, but as Sorrell points out to the Times, it’s going to become more and more difficult to draw a line between the two:

As a result, media decisions are becoming more complex and puzzling. It is not that simple to separate the two any more.

Ultimately, this means that television broadcasters will experience a “fundamental shift” in their business models as more money moves online. While good for WPP’s new purchase in 24/7 Real Media and investment in VideoEgg, it’s also a boon for productions finding success online today, as they’re earning invaluable experience in navigating the new market for advertising.