I love this video on integrated advertising. It speaks volumes for how advertising needs to change and adapt. Digital advertising is critical to the mix, but it needs to integrate into other forms of advertising in the campaign mix in order to be truly effective.
Digital wont take over advertising, but it will show its real effectiveness when it can lead a campaign.
This also talks to the Interactive brand eco-system and how brands needs to understand the place that each medium keeps in the system in order to ensure its real value.