People don't like ads, that's why things like Sky+ and Tivo are popular cause you can skip ads, if people liked advertising then there wouldn't be a need for these services.

The Nike football ad is a good example of a really good ad, but unfortunately it's more of an exception than the rule. Nike's ad is content it tells a story and doesn't push a product it's brand advertising through a story, not enough advertisers have the brand power to do something this – or the creativity to create content through an advertising channel.

Agree that advertisers need to create value, and I think creating content is a better way than traditional advertising.

i don't disagree that someone sharing content with a friend is more powerful, but i just can't buy your assertion that people don't like advertising.

if you are a football fan, tell me you didn't enjoy the nike commercial! and that appeared as a takeover on many sites.

so i go back to my orignal point – create some value or be relevant and there's plenty of people who will like it. ( obviously not everyone, but there's enough that do!)

Advertisers would love to take over the front page of Google but Google realises that the experience pain and ultimately the cost of having an advertiser take over that page is too expensive.

Product owners need to be more creative with the advertising they offer brands to ensure that it works for brands but doesn't keep users away from the product or service they were looking for in the first place.

Complimentary is a nice idea, but too few advertisers and media owners work towards that, instead they work on what's easiest.

Maybe a freemium model is needed or pay for content?

As a consumer I understand that bills need to be paid. So I don't mind the advertising.

Users tolerate ads, in some instances there's something they'll tolerate more, say for example an Iron Man 2 preview, but someone sharing that content on twitter or facebook or even a video within search is a lot less intrusive than an ad taking over a person's experience when they're actually looking for something else.

the rea problem is too many brands being on the hamster wheel – continually turning out campaign after campaign because thats whats been done before, instead of investing time and effort into really thinkng about adding some value.

i can think of plenty of takeovers that ive both enjoyed (new film releases) and found helpful (ISA deadline etc)

so the arguement for me isnt about takeovers, its about relevance and providing value.