Not just new ones, such as interactive ads or apps that are essentially ads.
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Extremely few interactive ads have ever been served up and those that have seem less than remarkable.
Agencies that thrive will get creative on charging for making content-rich, interactive ads, and charging for that service.
CMOs now have more creative options online beyond text ads, including image, video and interactive ads, Kallayil says.
"There's an entire industry to create, from distributing interactive ads to billing to getting product to the person who points and clicks on cubic-zirconium jewelry they've got to have, " he says.
He figures that when General Motors one day launches a sport utility vehicle with interactive ads, it won't have to wade through rival technical standards for cable, DirecTV and the broadcast networks.
"There's an entire industry to create, from distributing interactive ads to billing to getting product to the people who point and click on cubic-zirconium jewelry they've got to have, " he says, referring to the burgeoning TV home-shopping industry.
Ad: Apple will let developers embed interactive-video ads into their apps.
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One of them, MTI, 17% owned by Hikari and set up by Shigeta's childhood friend Toshihiro Maeta, lets mobile phone users do things like maintain interactive "personals" ads.
An interactive gallery of the Super Bowl commercials that allows viewers to watch the ads as they air on the CBS Television Network and then share and discuss the ads immediately within their social networks.
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If you're one of the viewers that's more interested in the ads than the game, CBS' site will have an interactive gallery updated with them as they air, along with the broadcast of Beyonce's halftime show.
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Similarly, a recent Harris Interactive survey revealed that more than half of US smartphone owners state they click on mobile ads by mistake more often than they do on purpose.
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Today, it started to remedy that situation with the acquisition of Wildfire Interactive, which brands such as Virgin and Gilt Groupe manage their social-media marketing, from placing ads to managing fan pages.
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These findings mirror the results of a December 2010 Harris Interactive survey, which found that half of smartphone users in the U.S. said they click on mobile ads by accident more often than they do on purpose.
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