I agree with you about background ads. They are on the Hype Machine also and it works brilliantly. It is tougher to put into numbers because I am less likely to

I agree with you about background ads. They are on the Hype Machine also and it works brilliantly. It is tougher to put into numbers because I am less likely to click on it, but I take notice of the brand and the creativity/style. It is tough for big brands to put themselves into places like Facebook ads because they are so restricted creatively. I also think YouTube is onto something with the skippable ads. If the ad is interesting enough to catch your attention in the first 5 seconds, you watch it. Not very intrusive and an opportunity for me to watch a movie trailer and forces brands to do something super creative. The comparison of Facebook ads (web ads in general) to newspapers competing for small local businesses is right on.