"It all comes down to how much risk do you want to take with your brand," said Bruce Redditt, exec VP, Omnicom Group, who added that marketers want to see products "fly off the shelf, or cars sold" and beyond measuring results on a cost-per-thousand basis, better data capturing techniques need to be developed.
Roger Fishman, senior executive, Creative Artists Agency put it this way: "The media and entertainment industry is a retail business. ... The ultimate game is that you've got to be able to sell more."
Digital satellite, advanced cable set-top boxes and personal video recorders like TiVo can help marketers in their quest for measurable results. TiVo's system offers a feedback loop of consumer data to marketers participating in its branded entertainment showcases, according to Kimber Sterling, director-advertising research sales, TiVo.
Music labels are also turning to tie-ins with big brands and online marketing. "It's the wild west for the music business right now," said Lee Stimmel, VP-marketing and product development, Atlantic Records. "We need to have new ways to drive revenue other than CD sales," as he acknowledged that discussions are under way with marketers concerning how they could benefit if they "adopt" an artist. (Read more: AdAge.com QwikFIND aao80b)