So I’m a mountain biker, right? Why wouldn’t I want to watch Kelly Saunders riding in the Elk Mountains? I watch tons of videos on YouTube and Vimeo and bike blogs, and they’re not really all that professionally done or even creative. So yeah, bring me an ad with a bike and it just might work. [Note: Click on the header to view full-screen video.]
This is one lesson of the media meltdown brought on by the Web. You have to make the content relevant. You have to make it interesting, creative, meaningful, fun. If you do that, by its very nature it will perform some advertising function. The next big disintermediation is in fact advertising, because no one is going to click on crap they don’t want to see, even if good stuff lies behind it.