Fed up with low returns from traditional advertising, and from technologies like TiVO that can help consumers skip annoying, intrusive advertising, some big name brand advertisers are threatening to give traditional advertising outlets like TV and magazine ads the boot. What would these big name brand advertisers do instead to rent the eyeballs of America's consumers? Why, switch to cheap Internet advertising, of course. According to an article posted on Media Post's Marketing Daily website by writer Gavin O'Malley, " 'If this happens for another year, significant clients will want to walk,' Brien said at an Interactive Advertising Bureau conference on Monday in reference to a general climate of discontent due to increasing viewer fragmentation, disruptive technologies, and the resulting decrease in ROI. Without naming any specific clients, Brien added they are 'just waiting to increase their online spend to 50% or 60% [of their total budgets].' According to eMarketer projections, Web advertising as a share of total ad spend will reach 7.4% this year, more than 10% by 2009, and at least 13.3% by the end of 2011. 'Shifts among marketers away from traditional media would make U.S. advertising growth flat-line without the Internet,' said David Hallerman, senior analyst at eMarketer. This could mean big things for providers of discount online advertising as pay per click advertising, banner advertising and other forms of Internet marketing advertising supplant the well-established, traditional advertising outlets.