USA Today has a terrific "trends roundup" article on new forms of advertising. According to Theresa Howard, It’s not just the internet, but the availability of many new ways to get the news and information you need, from cell phones to news feeds, from DVRs to iPods, that is allowing consumers to skip time-wasting advertisments.

"People are so busy, overdone, overworked and over committed," says [Faith] Popcorn. "If I can watch Desperate Housewives without commercials, I can watch it in 40% of the programmed time."

…If the number of entries at Cannes this year is any indicator, the prominence of TV ads may be waning even here. Entries in the "film" ad competition, long the glitziest category, dropped 2% to 4,995, while the number of entries overall is up 18% to 22,101….

Some observers see a future of ad campaigns that include TV spots, but as part of a creative mix of media that work together. A campaign might also include elements that reach consumers spending more of their time on the Web, on mobile phones, reading text messages or playing video games. And TV spending might be split between commercials and product placement that DVR users can’t skip over. "Today you need a great idea, and you can work out which media types will reflect it," TBWA’s [John] Hunt says.

The advertisers to watch, says Howard, are Burger King, Pepsi One, BMW Mini Cooper, and Anheuser-Busch, which recently hired JibJab, "the shop behind the This Land presidential election spoof that spread across the Web to an estimated 80 million viewers last fall."