What doesn’t change is that the usage of virtual worlds is continuing upwards, and if the brands want to reach these millions of users, then they’ll have to work with the virtual communities to establish success metrics, whether it’s brand exposure ones, or actual click metrics. What’s great about this medium is that it’s graphical, animated and multimedia, meaning it gives key youth brands a wide range of ways to portray their brand attributes vs just a text link in google, so I believe that this medium will become an important part of the a brand’s marketing budget. The users themselves are all demanding both everyday and aspirational brands to match their personalities, so it’s a good fit for the advertiser.