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Looks really good to me.
Dont know if its anything useful, but as a non-web point I like the following:

In gaming, in-game advertising keeps being muted as the next big thing. Its already, there, but how is it going to grow?

Its interesting how putting an ad on an in-game bilboard is usually seen as ok. But an 'in your face' ad on screen is disliked. But with PS3 and Xbox 360 driving the cost of making games upwards, its something that is almost certainly going to be experimented with a lot more.

And the web angle on this... consoles are increasingly developing their own online services. Are we going to see banners/virals/etc supporting those costs?

Another good example is the downloadable add on packs for Wipeout Fusion on the PSP. I downloaded a pack with Puma sponsored ships in. It didnt bother me about the advertising because it was free extra content... branded game content as the gaming equivalent of 2.0 perhaps?

Looks superb to me, really interesting stuff and a good mix, thanks for sharing.

I am really interested in the last section you have about the nature of interruption and how it has changed. I think that this is about the TYPE of media and the FORM of interruption. For example, in those media (say web or Pay TV), we view interruption as spam because our form of engagement is interactive/linked with a fee (ISP or subscription) ... whereas free-to-air advertising is tolerated.
And as the Famous Rob says, in-game advertising is going to be interesting because it can be seen as a form of subscription, but if the EXPERIENCE of the game is solid, and worthwhile, then a certain amount of branding will be permissable.
So in a way, we do place a greater weight on our interactive experiences, and are less inclined to permit interruption ... unless it is entertaining (which is why viral campaigns can be so hit and miss).

I agree with Rob that it looks really, really good. Interesting stuff. Think it's okay to have a focus on the web because nothing is influenting life more than the internet.

In-game-advertising is a very good point as well, Rob. Interesting how far it will go someday and the influence advertising has on games. I mean in sport games like FIFA Soccer advertising makes the game more realistic. Because it has become part of real-life football. Or companies producing video games the consumer pays for. Like LEGO Racers.

Another point possibly could be companies starting activities that have absolutely nothing to do with their products. Only to communicate the way the company thinks or what they believe in.
A good example it the Hotel Fox in Denmark by Volkswagen (http://www.hotelfox.dk/). Or the Camper Restaurant and Bar in Barcelona by Camper Footwear.

That are my points so far. Perhaps there is something interesting in there.

Thats a great point about the football games actually Seb.

In them you look for ads around the grounds because it makes it more realistic. Just like in racing games you look for real manufacturers, real parts companies, and real sponsors of racing teams.

This was true even before in game advertising was ever talked about as a form of media.

True. But somehow it is weird that advertising that mostly bores us to death between our favourite tv show gives us a feeling of reality when playing a video game.

Another nice example is Tony Hawk's Pro Skater. Where you can add logos of skate-brands like Vans or other brands like Nokia to the shirt of your skater. And you do it for a more realistic feeling.

Or FIFA Street where you can equip your soccer-hero with the latest Nike or Adidas sneaker.

The list is endless, I think.

I think that feeling is shrinking now though, as people are starting to feel like the games are pushing advertising rather than simply being realistic. However:

I still think that branded content is going to become huge with Xbox Live/PS3/Nintendo Connect. Its like virals, you get something interesting and exciting, and for that you are happy to see the ad component.

Another point that somehow feels like the ugly stepchild of agencies is mobile marketing. I think there is a lot of potential using mobile phones not only to spread TVCs.

There are some nice ideas to use mobile phones as a bridge to involve the consumer. A good idea is here http://www.stanchin.com/lions/adidas1.htm for adidas, using an interactive billboard. Another nice example is here http://www.canneslions.com/winners_site/outdoor/win_3_1_00084_2.htm

Until now it seems like there are only a few companies using this mobile marketing apart from just sending TVCs via MMS or just stupid ad-SMS.

But why not use mobiles to navigate via your voice on websites? Or have interactive TVCs you can influence via SMS?

For me it seems that mobile marketing right now has the most unused potential.

The problem with any form of message marketing on phones is that it feels SO intrusive. The art to getting results from phone ads will be making the consumer feel like they want to see it.

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