The advertising industry is in the midst of unprecedented change, as DVRs, the Internet, and other devices change the way media are consumed. Traditional approaches are showing their shortcomings, while new avenues hold unfamiliar territory.

Readers of this report will learn:

" How the Internet is reshaping how Americans consume media and spend their leisure time, and potential strategies for capitalizing on this historic shift.

" How DVR usage and the presence of children increase the likelihood that adults will watch commercials, along with the appeal of targeted commercials that meet individuals' unique desires and needs.

" Respondents' attitudes towards commercials, online advertising, movie commercials, and embedded advertising.

" Demographic groups and cohorts most receptive to advertising.

" Strategies and approaches to online advertising, targeted advertising, and non-traditional tactics that hold significant promise.

This report also examines cutting-edge trends in the delivery and creation of advertising, including on-demand advertising and personalized advertising. The examination of these various subjects will help readers make smart strategic decisions in an industry undergoing tremendous change.