Ford's Digital Program Takes a Musical Direction

"Ford, Internet radio leader Pandora and artists Jewel and John Legend are matching up to launch an integrated digital marketing campaign that enhances the Pandora user experience and benefits charities. The fourth-quarter campaign marks a transition in Ford's digital advertising strategy, focusing on working with digital content creators upstream to integrate Ford products and services into their medium rather than pushing out company-generated ads that interrupt content." That last sentence is common in the business world. What does it mean? Rather than running an ad between songs on the radio, Ford is attempting to create ads or product placements that are a "part" of the musician's presentations.