I spend a great deal of time thinking about the advertising world my students will see as they make their way from textbooks to the real world. I’m confident that mass media will continue play a role in many ad campaigns. But, I’m also confident that a new type of advertising will emerge in the coming years. PR firms like Edelman and Ogilvy’s Digital 360′ are on the right track. Check out this slideshare presentation from Ogilvy. It’s fabulous. Or check out these from Helge Tenno here and here.

The common denominator in these presentations is that advertising is moving into a new realm of information or service when needed. Interruption advertising is dying. Consumers now have all the control. The only way we both win is to provide something consumers want at the time they want it. Think context. Consider that Apple has over 50,000 apps for iphone with over a billion downloads.

I’ve been working on a new model for ad agencies that reflects the new digital reality. My first effort is here: http://www.mindmeister.com/23679968/ad-agency-2010. Thanks to all the great ideas and support. Now, here’s my second shot at this: http://www.mindmeister.com/33295189/planning-engagement. I’d appreciate any comments on this one as well. Feel free to edit my map on mind meister or create your own.