Las Vegas-based e-tailer Zappos, which prides itself on innovative management techniques like paying new hires to leave, is also an "innovator" in the advertising space. Not for the company's TV ads, but for leveraging the post-9/11 security landcape to get the word out. "When I'm coming through security I know that it can be frustrating and this is to provide a little lightheartedness," senior marketing manager Andy Kurlander said of the ad-buy for space in the buckets used by travelers to feed shoes and other items through the x-ray machine. The company should also consider a market which can only buy mail-order that's an even more captive audience: Prisoners. Heck, they could order new kicks straight from a Microsoft TouchWall.