I love this quote in MediaPost from Carat North America CEO David Verklin:
"In the digital age," he said, "we need to be able to manage thousands of small placements," as opposed to just the "big blockbuster properties."
To illustrate, he told the audience what he considers the biggest waste of ad dollars today: "Putting a PoliGrip ad in front of a person with a full set of teeth."
There are still times when businesses will need to reach a lot of people. But I think those big campaigns will increasingly be tied to micro-marketing campaigns. Advertisers will use the big campaigns to drive people to blogs and podcasts, where they can deliver their message in more detail, and with more frequency -- directly to the folks who really want to hear it.