What Does HTML 5 Mean to Advertising Companies?

Advertising companies have seen enough changes in the last two decades to a degree that has boggled many.
From the advent of the desktop computer, then digital applications that apply to content and delivery, then of course the internet.
Advertising from the beginning is based on dispersing information and essentially providing a coercive message in a coercive package.
Even in the early nineties, it was a worry for printers to think that there would be a day when paper was not as easy to use as a medium and we are quickly approaching a time when it will cease.
In short this is due to the effectiveness of other mediums such as the internet.
Today, it is not out of anyone's grasp to think that the internet is the foremost method of seeking information.
Entertainment, advertising, reference...
so many subject that it has been umbrellaed into the term "Content".
So yes, many consumers themselves will attest to the fact that they would just rather get most of their content from the internet.
And all the time from the past ten years especially the key for advertising was delivering content associated with their client's information; but how? Jobs were posted for programmers, designers...
WEB GURUS; and all the time the technology moved closer to being easier, not more complicated.
The evolution of creating content for the Web is naturally moving towards "ease of use", and yet, many techniques and practices continue daily in an effort to reinvent the wheel.
While HTML 5 is not to be finalized for a few years now; the begging need for an upgrade to the elderly HTML 4 has far outgrown the desire and is causing virtual wars in the race to implement whatever is possible.
So, if you have not guessed by now, as long as your browser is updated, chances are you already have it.
A great example...
no, a HUGE example is the implementation of the <VIDEO> element in page creation and coding.
For years, I myself included, we have desperately devised sneaky workarounds and "tricks" to place audio and video into a site.
Not only that, but provide controls like volume, play or stop.
In the last century, something as simple as that caused a few people to have sleepless nights.
Now with the new implementations, it is as simple as this <video src="myfile.<br/>mp4" controls="controls"></video> And there you have it, finished and ready to go.
Many of the new HTML elements that people will really take to are labels that pertain to a natural language.
Placing a footer into a page, then use