Imagine if we could transplant the brain forever, somehow preserving or capturing its essence. Would this then be the key to eternal life or would it need to adapt dramatically over time, thereby changing its essence and forfeiting the promise of eternal life? I believe it must and it will adapt. Transplants only prolong the inevitable since all must change in the end - even advertising.
A lot of old thinking has been transplanted into the new digital world. Sometimes this works and mostly it doesn't. When was the last time you clicked on a Facebook ad?
Everyone jumps on the bandwagon and announces the imminent death of the illustrious banner, but does anyone wonder why? Perhaps we should ask the consumer and put him (or her - ouch!) in the driver's seat.