Are Super Bowl commercials worth more than $2.6 million for :30? I think so, and here is my logic. Last year the New Orleans Saints' victory over Indianapolis in the Super Bowl was viewed by more than 106 million people, surpassing the 1983 finale of "M*A*S*H" to become the most-watched program in U.S. television history, the Nielsen Co. reported in February 2010. Over the years, brands have bought into the hype of this highly watched and anticipated event, and many pony up the millions of dollars for the cost of an ad and the sometimes award-winning creative.

An online video share is one of the highest compliments a consumer can pay an advertiser. The thought of someone selecting, viewing, and then recommending an advertising message to friends is intoxicating brands and agencies alike.

What will happen to the advertising industry when online content can be recorded and ads can be skipped through, just as DVRs do for television today? This is a reality the ad industry will have to face in the future, and it is important to look at the options now.