Turning Advertisers Into Content Producers
"Two niche cable networks are finding marketing bucks in one of advertising’s hottest trends: turning the advertiser into content producer. Rainbow Media’s IFC, for example, draws on its connections in the independent film industry to integrate brands into short-form film -- like promos for much less than it might cost a marketer to create a mini film on its own or through an agency. It doesn’t accept 30-second commercials but instead integrates sponsors into movie promos based on the supposition that trailers are the ads consumers are most interested in seeing."
--Advertising Age (free registration)