With technology playing a huge part in the way we watch entertainment, I think it’s fair to say that adverts are losing their effectiveness. For instance, I tend to record TV programmes and forward through the ads, and I am sure I’m not alone.

It’s why I think permission and relevance is the way to go. A way of using technology to the advantage of your advertising, displaying appropriate advertising at the right time, to the right people, who do have an interest.

Sometimes you can force your adverts, when you have a captive audience. Like me today at the cinema. I took my two girls to watch a film today that ’started’ at 2.15pm.

19 minutes of general adverts, followed by 2 minutes of cinema adverts, followed by 8 minutes of film trailers, finished off with another 2 minutes of cinema adverts… later… the film started.

The problem with forced advertising is that it creates resentment, unless it’s clear why the advertising is there, like the compromise for using free software.

I don’t want to watch adverts. And, the cleverer technology gets, the more likely I won’t have to.