Bundling sight, sound and motion on a screen has proven itself as an advertising method that works. Historically, television captured 100% of these dollars (outside of in-movie theatre advertising) as that was the only screen available.

I don’t have to convince this audience that we are seeing sight, sound and motion move beyond television programming and into video rich platforms like Snapchat, YouTube, Twitch, and other places. The question that I have is whether using a historical ad model on a new platform will work.

With the recent news that a quarter of US Internet users are using an ad blocker (http://www.wsj.com/articles/how-to-persuade-consumers-to-disable-ad-blockers-1469541611), these video ads are primed to be blocked, even if they are encoded into the video feed.

So do we take a historical ad model and apply it to new platforms? I think that is what happens (now) in the short term but want to see some true innovation around ad units. What is great about advertising is that it allows the world to access content, no matter what the wallet size is of the person. A world without advertising creates a web which is pay to play — and that has dramatic societal effects. Some more thoughts here: https://medium.com/theagency/why-pushing-will-get-you-slaughtered-in-advertising-and-pull-is-the-future-4f8879554398#.gbwfyd5z7