• by Joe Mandese , July 28, 2009

Interpublic’s Quentin George more or less modified the apocryphal John Wannamaker line (you know, the one in which he says that he knows half his advertising doesn’t work, he just doesn’t know which half). It’s the line that has pretty much defined Madison Avenue’s quest for ROI for the past half century or so.

During his presentation, George said that Interpublic’s research has shown that even when it is utilizing highly targeted online advertising networks, they are still experiencing “40% waste on average.”

So Madison Avenue has at least moved its glass to 60% full. Not bad, but clearly there’s room for improvement.

Interpublic's George hopes to one day fully quench Wannamaker's thirst.