More from the AOP conference

The most interesting thing to come out of the pre-lunch panel on the future of advertising so far has been Matt Champion from Media.com admitting that some brands shouldn't be online. He declined to be drawn on which ones, unsurprisingly, but still...

Consumer analyst William Higham also moots that it is increasingly easy for consumers to avoid ads, prompting a conversation about the death of interruptive formats (very true) and Annelies from the Telegraph to point out that this impells media owners to improve their relevance.

Asked what the next big thing might be Matt also comments on the MySpace page that has been set up for the new Borat movie, and points out that unlike the Xmen MySpace page Baron-Cohen has simply set up a user page that creates buzz for the film but costs him (and the studio) nothing. Indeed - MySpace creates a lot of commercial value but there's no reason to imagine their owners will capture much of it.