It's amazing how slowly it takes folks like advertising execs to catch on sometimes. For the past five years, plenty of people have realized that there was so much content out there that people were learning to only deal with content they wanted. What that means is that dumb ads that no one cares about don't work at all. Advertising needs to be content that people want to see or interact with. It's not about forcing people to see your ads any more, but about making people want to see your ads. Of course, if you don't realize this, then the rise of the internet, video games, and DVRs seems scary, because it takes away from the way things have been done in the past. However, the folks who do realize this, know that this isn't scary at all, but a huge opportunity to create better content that has a higher likelihood of actually having an impact on the target audience.
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