This is the biggest thing I've seen coming throughout my career. Unlike many graphic artists, I embrace the changes in society & this is why I taught myself how to develop web sites. The spectrum of advertising has completely changed in the 9 years I've owned my own marketing business. Online marketing has cut the marketing costs of millions of advertisers. It has also given opportunities to companies that could not compete with traditional advertising.
The social media aspect of the online advertising is brilliant! Through the availalbe extensive data on individuals online, advertisers can now target EXACTLY who they know (after research) will purchase their product or service. Social media has also given individuals the ability to become their own advertising media. I see the personality that can come from online advertising becoming the main draw to people's purchasing decisions in the future, if executed right.