Warner Music Signs On Outrigger for Video 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 songs and artists they want to hear.

WMG, for example, is developing a strategy that will focus on artists and the close relationships they have forged with their fan bases.

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