NY Times has an article on whiting out of ads in the online world thro' a software called Adblock Plus, very much akin to TiVo in the offline world. Adblock is an open source software and has already over 2.5 million users!! Here's an example of how a whole business model of advertising will get hiccups with applications such as this in an online world.
The key point however to me is that in an online world the traditional model of advertising based on interruption, will not work. Else, consumers will take control and reject them with applications like Adblock plus. Hence, the old world form of communication - banners, emailers belong to the Advertising 1.0 world. SEM, SEO are at least a lot more contextual but even these will have to evolve as they will become blindspots in some time.
However communication in the online world will have to change from "Informing" to " Entertaining". Hence, we will need a lot more "Content thinkers" rather than "creative Copywriters/Art directors" who are trained to "sell" products or develop "messages". Consumers will consume content that's interesting, involving and participative.It's got to have some gossip value, surprise value, upgradable value to consumers so that they can pass it along with their comments or inputs. To me the more I think, the online model of communication has to have a mix of TV programming, TV commercials, event marketing, promotions, traditional DM rolled into one.
It's got be as "unadvertising" as possible. I guess only that format will lead to a lot more believability, credibility, have some retention value in consumers' minds and will not be blocked!
In the online world, we need to forget the word " Advertising" and think "Contentization" .