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In this case, traffic does not necessary have to buy something immediatly to be "monetizable". They can show ads that increase brand awareness etc - with all the new tech and flash video banners that's more than possible. Hey they're video site after all.
For example those skater kids who watch other kids skating, they do not necessary have to buy new skate on the spot - you can show tham your flash ad and promo reel to ensure next time they go shopping they remember your brand (meaning, this thing can work the same way TV ads work).
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