In this AdAge article: TECHNOLOGY BEYOND PRODUCT PLACEMENT several new and exploratory advtertising techniques are discussed such as video game advertising, long-form ads, and TV-on-demand.
This is very important to think about even though the growth in PVR and VOD penetration has slowed. The shift to consumer control is coming and advertisers need to begin strategizing and inventing new means of communication that will be effective in this changed world.
