Does anyone watch TV? This was one of the first thoughts that came to my mind after hearing the "Next Generation Insights" moderated by Guy Kawasaki.
It's not a novelty, we're tired of knowing from the tons of studies and reports that the so-called "Generation Y" or "Millennials" (pick a name) suffers from "compulsive connectivity" spending more time online and engaging with other types of interactive media\technology than watching TV.
Right, so what point am I trying to make out of this factual truth? Just state the obvious: In the future (not very far away) the agencys and advertisers will be producing commercial spots and branded content to use preferably on YouTube, iPod, Celular Phones, USB Pens, Portable Game Consoles, etc. This will be the only way to get this new generation of consumers to listen and get involved with what brands have to say to them.
The Advertising commercial will still be around for a while, but the connecting support and the way it's "transmitted" will change. It's just a question of adjustment.