Advertisers starting to fund and distribute content

by Nicola Clark, Marketing 15-Apr-08, 08:45

LONDON - The role of advertisers in funding content has changed dramatically over the past two years. While TV channels were once the gatekeepers of consumers' living rooms, a growing number of brands are reaching them directly through a wider variety of platforms. They are not only creating their own content, but running it on their own media space, such as their websites and across mobile applications.