"Desktop prime time"

Is this the future of the 30" spot? Are we moving from "Awereness-Interest ... " to "Awareness-Interaction ..."?

"In the future, no television advertisement will be just self-contained narratives designed to entertain, inform, educate or remind consumers about products. Their role isn't going to be about building brand recall, favorability and awareness in that moment alone. They will be trailers into deeper branded digital experiences."

-- "TV Ads' New Digital Role", Harvard Business Review --