And now for something completely different...

And so it begins...every major change in consumer media consumption in the digital era has been predicated by a leap in bandwidth. In the beginning there was pure text and 1800 bps. We jumped to 14.4bps (I know..you all can still hear that AOL connection static) and added pictures and some basic animation. Two years later we were at 28.8 bps - 56.6 and we get audio. I still recall Rob Glaser from Progressive Networks (aka RealNetworks) coming to demo audio and it took 5 minutes of buffering to play 2 minutes of audio. Jump to DSL/5MB and we had decent audio, buffering video, and high quality picture sharing all of which began to truly impact how we consumed media. Now, most consumers are downloading between 50MB - 75MB with the average (including business customers) at 100MB. 5G will take us to a gig per second world. Yeah, I know, there will be some bumps, but at the end of the day we are going 10x the current highest speed for most consumers. I won't go into a rant (today) on everything that this will enable. Only that it will definitely cause another mass media disruption. One that is truly unlike those we have seen before because the Delta of access to data will be so much greater. I, for one, cannot wait..

However, to my ad industry friends...all the models you've built on the backbone of narrowband / minimum bandwidth parameters and experience are already on their way to obsolescence. On your mark, get set....evolve.