Deloitte speaks out on media futures:

A neat summary in MediaDailyNews 01-19-05 of recent pronouncements from Deloitte's TMT practice. Good in particular to see them pick out "the trend toward embedded advertising strategies, including text hyperlinks, software toolbar buttons, on browsers and mobile phones, as well as in-game advertising in videogames".

I've been rambling on for a while to anyone who'll listen about "life-embedded value" as being a necessary future focus for brands looking to retrieve engagement with consumers. Sad to say (at least so far), the technology vendors I talk to still look to consumers to pay for these life-enhancing services - just think what could be done with some smart tech and a half-decent ad budget ...

More on this to come ... a pet subject.