What’s the future of advertising?

Google and the Wharton School think it can help provide some of the answers.

The two are teaming up on [“Fast. Forward” a new YouTube channel](http://www.youtube.com/user/FastForward) that features short, 30 sec – 3 minute videos from industry and academic thought leaders. The project is an outgrowth of research being done at the Wharton School’s Future of Advertising Project.

Wharton Marketing Professor Jerry Wind told me the aim of the project is to reexamine advertising and figure out what works and what doesn’t.

“And then we thought, ‘Why limit it to our 40 or so advisory members? Why not open it up to a broader audience and the wisdom of the crowds’.”

Google loved the idea and the Fast.Forward marketing channel was born as a partnership between the college and the search giant. Wind said the short videos are just the start.

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“The idea is to become the place for credible, objective information on marketing and advertising that’s current and most compelling. We’ll also have links to other publications and research being done at Wharton on many of the topics being covered.”

Also in the works is a recommendation feature that will offer viewers suggestions on similar videos or ones that viewers of the same video also viewed.

How about the viability of YouTube itself as a marketing vehicle as a topic for discussion?

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