Online Ad Interaction Overrated?

I'm not so sure that the title to this Ad Age piece is accurate, but it has a couple of interesting tid bits from a study. (I'd like to know more about this study, but the reader is left merely to trust.) OK, actually the first about print ads is pretty obvious and not, actually, all that interesting. But the second section about online ads is intriguing as its claim regarding interaction is rather counter to conventional wisdom (as I understand it anyway):

According to the study, engagement with a website generates a perverse effect on
advertising -- the more engaged to the site and the more stimulating the
internet ad, the greater the visitor will react against the advertiser, Mr.
Sawyer said.

The solution, he said, is to give the visitor relevant information
-- and fast. "The most important thing is to get their [visitors] attention
quickly and to tell them the benefit immediately. There is no greater violation
[on the part of] internet advertisers than to assume that the internet visitor
has plenty of time on his or her hands," Mr. Sawyer said.