From yesterday�s east coast version of the WSJ. The Advertising Report. Questions for Brian Terkelsen.
�WSJ: What effects do you think the rise of VOD and increased penetration of digital video recorders will have on ad placement and the use of brands within programs?
Mr. Terkelsen: It makes product integration all that much more important�It�s stupid to ignore it. At the end of the day, on-demand is the future, for all media content. The Internet is an on-demand place, and television will move so quickly into an on-demand space that our heads are going to spin. It�s already happening. [Product placement] will be a natural way to get things in there, and it�s going to challenge marketers, and it�s going to challenge advertisers to create new measuring models, and that�s why I have a job.�
Guys like this will read the tea leaves. RENT will print them.