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With Web video inventory in short supply, DaimlerChrysler is streaming clips in a novel way by using hyperlinks to lay claim to lifestyle terms like “freedom” that it associates with its brands.
For intance, a visitor to PopularMechanics.com, FoxSports.com or iVillage will see a double green hyperlink under terms like “adventure” for Jeep. Unlike most hyperlinks that direct users to editorial sources, these links are ads and hovering over them will be pop-up video teasers for the brand; clicks go through to the Web site.
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