Web advertising to support Austrlaian TV production

As soon as Marcus Gillezeau, stopped showing bits of the "Scorched" telemovie and started to talk off the cuff at the Innovative Ideas Forum 2009, he started to become interesting and more credible. I asked him about flipping the business model for his production from funding from TV advertising supported by Internet promotion to Internet web based advertising supported by TV. He argued passionately that as the creative person, this is not an issue for him, but for his promotional partners. He seemed to think it necessary for him to go to companies to sell the advertising, the idea that the ads would find the content automatically (as Google Adwords does) does not seem to be something he is aware of.