How the online advertising evolution will impact startups business model

Most
of startups are relying on online advertising with the very same
principle: create a service, get a massive audience and try to monetize
it.

Everything seems to be ok as long as online advertising is growing fast.
But the future of online adverising is elsewhere.

The online advertising 1.0 (today) is a copycat of the traditional
advertising: Get me a massive audience, interupt what they are doing to
expose my brand or at most click on my ads.
I’m talking about any kind of display advertising ( banners, over the page, etc..)

The online advertising 2.0 (what I’ve called Advertising on demand in a recent post) will be totally different by moving from a “look at my fantastic product” attitude to a “what can I do for you” one.
I mean by that propose to customers services they care about in your aera.
Nike made that move sometimes ago with product like Nike Ballers
network, a facebook application where basketballers can: find a court,
add your home court, find a game and schedule your own game and invite
other players

Startups will have to review their copy if they want their share of the online advertising manna.

They will have to propose customizable version of their product in
order to move their ad based business model to a b2b services businness
model.
And from the success and the leadership will depend their revenues on the B2B side. Big brands don’t work will losers.