The 30-second spot didn't always exist. Someone had to invent it. Same goes for the full-page magazine ad, the couple-of-minutes-long movie trailer, and, much more recently, the Google search ad. For an advertising medium to matter, someone has to first come up with a killer format.
http://blog.newsweek.com/blogs/techtonicshifts/archive/2010/04/15/advertisements-on-the-ipad-bring-em-on.aspx
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