My talks about experiential marketing and the posting of The Last Advertising Agency On Earth got some people thinking about their ad careers, particularly if you work on TV. Some of you thought I'm predicting the demise of television and other traditional mediums. Far from it. I'm constantly calling for creatives to change the way we think about them and use them.

Look at how TV has changed in this first decade of the 21st century:

• The DVR
• Death of analog and the rise of digital
• The ability to watch programs on computer and your cell phone
• And the list goes on (This a a blog, not a white paper, so we're cutting the list short.)

Marketers are pulling their hair out trying to figure out ways to cut through the clutter. They are going to be looking to you for answers and you aren't going to find solutions by re-applying the old :30- and :60-spot formula to everything.

Speaking of TV, let's look at the 2010 prediction for the "next big thing" — 3-D TV.

Today (4/7) on the Masters Tournament, cable systems will air a 3-D broadcast of the Par 3 Contest from 3 to 5 p.m. There is an industry out there pushing 3-D, whether you want it or not. Personally, I have to switch to my contact lenses in order to watch 3-D. Doubling up on glasses isn't very comfortable. So I'll stick with my flat screen with just HD for now. Frankly, I think the whole 3-D phenomenon will just lead to a bunch of shows and commercials shot at weird angles, so we can see a bunch of stuff flying at us. It will get tired very quickly.

Unless you come up with something smarter.

It's too easy to just fall into "coming at ya" mode for a 3-D TV spot. What would you do to take advantage of this technology to really deliver an effective message? Television is becoming the untraditional medium. Evolve with it. Free yourself of traditional thinking. Just because I'm not running to embrace 3-D TV right now as a consumer, it would be stupid of me to ignore it as a marketer. If my work is going to be in someone's face, I need to come up with an approach that won't make them turn away.

TV image courtesy of stock.xchng.