This is the final slice of the Calacanis keynote, where he concludes by showing off some of his ideas for online content sites to start effectively monetizing their audience’s attention. For example, he shows off a movie trailer that could run before users are allowed to start their Facebook session.

He asks how many people in the audience would stop using Facebook or Twitter if they had to put up with ads before they used them. Although few people raised their hands in such a public setting, I tend to think that a lot of people would start to desert these services if they start to cram advertising down the audience’s throats.

Also – not sure if advertising is all that viable a business model to base your hopes on – with the economy in such shambles, businesses have cut back on advertising in ways that would have seemed impossible only a few years ago.

At the end, he returns to his attention-grabbing theme of “Just take the money! We can destroy traditional media once and for all!”

Once more, a great big shout-out to OMMA for a great conference, packed with ad & marketing people who, will deeply worried, are still trying to find a path to the future whereby the media can start functioning again.  It may not look like it did in the past, but we’ve kinda known this day was coming. 

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