The concept of weaving brands into the fabric of genuine entertainment properties has creative thinkers believing they might just have stumbled on the new advertising paradigm
[…]Such issues aside, the principles of brand integration go wider than online teen drama, according to Jon King, managing director of Story Worldwide. He believes the diminishing power of advertising has prompted a shift in thinking.
"Currently, the extent of much branded content is to embed top-and-tails on a TV programme," he says. "Advertisers know that people are skipping advertising, so they have found a way to make their message an acceptable part of the programme.” […]
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