In the fight to remain relevant, 30 second commercials may use a new tool – relevance. New technology from International Media Distribution will allow advertisers to upload ads to be broadcast in their pre-booked slot within minutes. An article in the Independent suggests that we may see advertisers show the World Cup Winning Goal in an ad moments after the Final finishes in order to get our attention. Other suggestions are that apparel retailers could change the content of their commercial depending on the weather forecast.

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