Warner Music Signs Outrigger for Web Ad Sales

The deal comes at a time when the music business is rethinking its long-term strategy for growth as iPods, MP3 players and other tech advancements have transformed the way consumers access such content.

For example, WMG is developing a strategy to focus on artists and the close relationships they forge with their fans.

Outrigger will sell pre-roll ads and other formats such as brand sponsorships for WMG videos when they air on third-party sites such as YouTube and other social networks, artist sites and venues owned and operated by WMG.