New interest in "branded entertainment"

Consumers are using an ever-larger array of tools to avoid advertising, from digital video recorders (DVRs) to satellite radio and digital jukeboxes.

But advertisers and their agencies are striking back with branded entertainment — products embedded in program content. It may or may not deliver the brand message that branded advertising can, but it can at least put the brand where it will be seen or heard — and not zapped.

A new study released by the Association of National Advertisers found that nearly two-thirds US marketers (63%) had sponsored branded entertainment initiatives during the past year.

Read the article: www.emarketer.com