At last night's Google party in Cgo (@ Museum of Contemporary Art's warehouse), they demo'd a new rich media product that allows an ad to connect to another person in real time. The demo Google showed was an ad for Best Buy with Pong imbedded into the ad. One person viewing the online ad could invite a friend to play along, in real-time. Think of the applications beyond gaming (chat, recipe-sharing, gossip...)
I'm predicting we'll see some marketers break ads with this new technology during the holidays and Superbowl.
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