I don&#x27;t think they&#x27;ll &quot;stop trying to pay money to get their message to customers&quot;, but the nature of what they pay for will change.<p>I&#x27;ve seeing big brands burning a lot of cash to get ridiculous any way you count it, be it eyeballs or what. But they&#x27;d still do it, just because it&#x27;s part of their &quot;budget&quot;. Even if it doesn&#x27;t work, no one is really that accountable. They&#x27;re doing what they&#x27;re told and in reality no one knows what&#x27;ll stick so it&#x27;s hard to point fingers.<p>That will continue for a while, but some people ARE seeing the writing on the wall, and even advertising agencies that are profiting from the current situation can see it. That&#x27;s what I felt, and I could see the work I did getting less and less relevant.<p>The move I&#x27;m seeing is not just towards brands realizing they&#x27;re running a lot of fuel to move at a slow speed, but also towards agencies becoming more &quot;studios&quot; than &quot;agencies&quot; (an irony in itself considering it&#x27;s the opposite of what started happening 8 or so years ago), and building things FOR and WITH clients rather than some on-off forgettable new shitty online campaign or &quot;viral&quot; crap no one cares about.<p>A great site or application for, say, booking online flights does wonders towards a customer&#x27;s perception of a flight carrier. It makes sense for Delta or Jetblue or anyone to create the best damn flight checkin&#x2F;booking&#x2F;etc app so people want to use it. So instead of spending millions in yet another online campaign, they can spend a portion of that creating a damn good app that will be with them for a while. Same applies to so many other businesses.<p>That&#x27;s the kind of move I&#x27;m seeing, at least in the kind of work I do. Advertising won&#x27;t die, banners won&#x27;t die, but they&#x27;ll be the loan sharks of the web.<p>Of course this move also creates a problem, like newspapers that insist on creating their own useless apps. But that&#x27;s just to prove not everything fits into this model, and each business or brand will have to find its own way to actually <i>serving</i> their customer better.