In an AdWeek article, Brian McAndrews, CEO of aQuantive is quoted as saying,

“The Web site is going to replace the 30-second commercial as the expression of a brand.”

Yes, as content accessed via the web replaces prime time television as the preferred means of reaching consumers, digital media will become the it media. But as Julian Smith argues in this article, “Online Video Ads: Think Web, Not TV,” advertisers can’t just drop in their 30 second spots onto the web. There is a lot of power in internet advertising, but marketers need to be extremely conscious of the differences between the mediums.