Now, the Clicking Is to Watch the Ads, Not Skip Them - New York Times (Advertising2.0)

This is a good feature that talks about what I like to call Advertising2.0

Link: Now, the Clicking Is to Watch the Ads, Not Skip Them - New York Times.

Here are some high-lights:

"The difference between “watching a commercial on a Web site and in your living room,” said Michael Jacobs, executive vice president and executive creative director at MRM Worldwide in New York, is that online is “an opt-in audience; you’re choosing to be there."

“The only reason we have any chance of being successful is transparency,” Mr. Droga said — that is, “if people know they’re being sold to, you can celebrate the sell.”

“It’s all about relevance,” said Chris McCumber, senior vice president for marketing and brand strategy at USA Network. “Consumers want to be entertained on their own time, on their own terms.”