"Experience from overseas (notably the UK) and some activity here in the US suggests that as far as interactive advertising is concerned, creatives are going to have a whole new dimension to deal with. Issues of effectiveness and accountability have always been the source of tension between the creative and client side of the advertising equation, but when a 30-second spot has to not only effectively communicate a message or call to action, but also facilitate some sort of direct on-screen interaction, the evil specter of usability raises its (to some) ugly head."
--MIT Tech Review blog
