New forms of advertising are hard (good comment from Lightspeed Venture Partners Blog)

Good comment here: creating new ways of making $$ with advertising with take time - one should not underestimate how long this change will take. I would say that we are 2-3 years away from what I like to call "Advertising2.0" - a new adverting ecology based on Content and CONTEXT not just on page views. More on this soon.

Link: New forms of advertising are hard � Lightspeed Venture Partners Blog.

"The process of creating a new standard can be quite a lengthy one. It usually involves a coalition of both media companies and advertisers coming together and negotiating the key elements of the standard. The composition of the IAB board is usually dominated by larger online media companies and it can be hard for a startup to have much influence on this decision making process. It can often be easier to align youself with the interests of a larger media company and let them carry the water up the hill, rather than trying to do it independantly as a startup. If you’re Dogster, you’ll have less success pushing a new standard for “sponsored profiles” than MySpace/FIM or AIMpages/AOL. So making sure that your sponsored profiles packages contain the same elements as those of the big guys will make your life easier as they take this new ad unit through the standardization process

The alternative approach is to make sure that your new form of advertising so closely parallels an existing standard ad unit that it can be considered within the existing bucket. 30 second online video ads (same format as TV),online leads (similar to phone leads) and new variations of CPC advertising (similar to search) have all been “close enough” to an existing ad unit that they have been able to tap existing ad budgets and grow quickly..."