Advertisers are starting to see value, or at least experiment, with how they utilize media. Rather than trying to excel with the best creative in a standard slot, the idea of the short-term media takeover is starting to pop up more frequently. Some examples:
- Snapple is sponsoring 40 days on Boston rock station FNX for $2 million
- Target single sponsors an issue of the New Yorker for $1.1 million
- Evian offers a detox version of Gawker for 2 weeks
- Ford sponsors a commercial-free season opener of Fox’s 24
Any other examples? Seems like this works better for niche brands targeting niche audiences.