Ries has a point. What has to be recognized is that the old adage of "horses for courses" is true here. What might work on TV or in print doesn't necessarily - or better put - will most probably, not work on the web.
The basic premise is truer than ever - interruption marketing won't work anymore and on the web it works least. There is nothing easier than to ignore an unwanted online ad - just ignore it. We don't even have to zap it as with TiVo, or even worse sit through it on live TV.
I've been annoyed watching sports broadcasts for a long time, having to suffer through these tedious and sophomoric beer ads targeted at the advertisers audience of 18 to 34 year olds but definitely not at me - I could be their father.....! So, for me most broadcasts finish later as I stop them repeatedly to then be able to zip through those same commercials. It works, but isn't as easy as ignorance on the web.
Oh, and while I'm on this subject. It's just mind boggling how unimaginative most TV commercials are and beyond me to understand who those CMOs are who OK the huge spending on this stuff....!