One of the drums we've been banging on for a long time is that since the captive audience is dying when it comes to things like TV commercials, advertisers need to recognize that ads are content too. Once you realize that, you no longer need to worry about things like TiVo or other distractions taking away from commercial -- you just have to figure out how to make the commercials good and entertaining, so that people not only seek them out, but get others to go looking at them as well. It looks like ad firm JWT is taking the plunge, buying up all the ad inventory on the Huffington Post, where they'll be putting a bunch of their more entertaining TV commercials. However, to push the viral nature, each commercial will get its own page, where people will be encouraged to pass around the URLs to get more people to view the commercials. It's an interesting strategy that probably will depend on the quality and entertainment value of the commercials themselves. However, it is good to see at least some people recognizing that even if the captive audience is going away, that doesn't mean the concept of a commercial needs to go away. It's not about being intrusive, but about getting people to seek out the ads directly.
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