Queste considerazioni di Kevin Kelly su Technium sul futuro degli spot commerciali
....All this suggests that the "natural habitat" of a commercial is on the internet. That's where it is born, develops, matures and dies. Its brief, mayfly-length appearance on the Superbowl is primarily an ad to get you to watch it grow on the internet.
I predict that in a few years from now we'll start to see 4.5-minute length commercial shorts that come after the extended-play version. Or maybe even "directors' cut" versions. These outright unabashed commercials will run as long as a pop hit tune, and in format resemble a music video. We'll see YouTube-ish channels that will charge you to watch them. I make this forecast based on the fact that this prime attention-niche is just one adjacent-possible step away.