Some advertisers have already moved from the force-fed ads culture inherited from TV and Radio to a model that involves, cooperate with, and rely on the viewer

Some advertisers have already moved from the force-fed ads culture inherited from TV and Radio to a model that involves, cooperate with, and rely on the viewer to spread the word (viral campaigns, Facebook, Twitter, ...). But it requires a higher level of creativity, so there's still a long way to go.