When I think about the Web, my focus is more on e-commerce and usability rather than the open vs. closed debate. The Web is in a very interesting place currently. There is a lot of research, thinking and creativity being invested in it. There is also a lot of doubt and uncertainty. This is NOT at all a bad thing. This is great...we are on the verge of greatness. This coupled with the economic downfall will create a better, more tech savvy and YOUNGER advertising industry.
When current ad majors graduate, our main thing to tackle once we get into the industry is to create a marriage of advertising and the Internet that is beneficial to both sides. This phenomenon is already happening. I side with Tim O'Reilly and his argument. Creating content that is demanded, whatever it may be today drives the Web. It is on advertisers to create content that people want to see. This isn't traditional advertising where you can get by by just creating AN ad--you need to create a creative and efficient ad that people will SEEK out. I think the part of advertising that is lagging is media planning. There needs to be some sort of push towards treating Web advertising as the NEW traditional media. Yes, its still hard and there is a lot to figure out but it's there. People view ads online more and more as they view more of what they want more and more online. Traditional 15 second and 30 spots are begging to be on the Internet. There are plenty avenues to get them there, as they have been up already. I think this can easily be treated as how TV spots are sold in the traditional market. There are dollars to be made; it’s just a matter of figuring it all out. I believe one day it will be and I hope to be at the forefront. Long live the Web!!
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