New study from Nokia predicts that by 2012, a quarter of all entertainment will be created, edited, and shared within peer groups rather than being generated by traditional media.
Marketers and brands have always had conversations, but at a much slower pace and mediated by professional parties. That's no longer the case. Conversation 2.0, that is, the web 2.0 enabled conversation, shifts places and times.
Call it branded entertainment, advertising-as-content, or just brand-vertising: Publicis Groupe, Droga5, and Digitas have joined forces to quietly launch a site where advertisers can air brand-specific programming.