Marketers Seek New Ways to Merge Content, Commerce

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NEW YORK With commercial pods pushing four minutes, the advertising industry is struggling “to regain a foothold where consumers will appreciate brands again,” @radical.media co-proprietor Jon Kamen explained at a session held today as a part of Advertising Week. “We’ve lost that in an eight-spot pod.”

The panel, “Content & Commerce: Hollywood Meets Madison Avenue,” examined the multiple ways marketers are trying to regain that appreciation, from Internet programs and product placement to content creation and even, brand development.

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