Google is a victim of its own success: its search has become polluted by SEOs. What shows that Google has failed is all those “non-search” services that really solve a search problem, like Match.com or Realtor.com. If you add them all up, they account for 50% of searches.
HTML5 is going to change everything. “In HTML5, an ad is an app, a tweet is an app, everything is an app.” “It’s a blank sheet of paper, and creativity rules again.”
For example, “my band is putting out a full HTML5 site. You can watch all of our shows on an iPhone, live.” It’s very cheap and it changes the game because they don’t have to pay anyone anything.
In HTML5, you don’t need to have display ads: Amazon can have a section of its store as an ad. So if you’re reading a book review, you can buy the book right from the page.
Because HTML5 can make sites rich and interactive, engagement on a site can go from seconds to minutes.
So a site could say: we have 5 sponsors today, which one would you like, and the sponsor follows you around throughout your experience on the site. “The fact that you can create and satisfy demand in the same place is only true in infomercials today, but it will be true on the web.” This, in turn, is highly disruptive to TV advertising.