The biggest shift is going to be that organizations that could never have afforded a national campaign will suddenly have one. The same way that there’s very little correlation between popular websites and big companies, we’ll see that the most popular commercials get done by little shops that have nothing to lose.
This again reinforces what I love about the web. You don’t need anyone’s permission, there are no barriers to entry and no gate keepers. If you have an idea that you think is good than you have the ability to publish it for the world to see at close to zero cost. If it’s actually good people will care and it will spread. People will talk about it, link to it and it will grow. If its stupid, then it won’t and you’ll have to try and force people to look at it.