Anything under the sun can be disrupted, even water. Check out what's happening over at FreeWater if you don't believe me. Not only are they finding ways to give to those in need, they're creating a new paradigm which could be easily extended elsewhere.
Yes, we all suffer from some degree of advertising fatigue. I remember the first time I saw a hockey rink with ads along the boards as well as under the ice and thought, "this is crazy." Now it's pretty much the standard and I don't even notice; that probably means some number of those ads are just white noise now. With FreeWater, at least they're leveraging ads to help provide clean water as well as potentially lower the cost of water distribution in general.
Why stop with water though? If it makes sense in this use-case it's easy to envision a world where advertising becomes even more ubiquitous on all sorts of new, unexpected surfaces (again, think hockey rinks from 20 years ago vs. today). It's also easy to see a positive impact of this sort of advertising, so it's more feel-good and less about yet another in-your-face ad impression.
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