ABA Forum: Cross Marketing Clients Across Multimedia Platforms in Entertainment, Arts, and Sports - New Ad Models for TelevisionIn this clip taken from the 2007 ABA forum entitled “How to Cross Market Your Clients Across Multimedia Platforms in the Entertainment, Arts, and Sports Industries,” Full Circle Entertainment President and CEO Robert Riesenberg talks about the evolution of advertising, product placement, and brand integration in television programming. Describing the various types of deals advertisers have made historically (barter, license agreements), Riesenberg discusses a new hybrid model that will debut with a new television program in the summer of 2008. In this program, a sitcom about an ad agency, the brand campaign will be able to function as the main storyline within the show. Riesenberg explains how the broadcasting of this program will be funded; how the brand opportunities will be sold; and how the resulting profits will be distributed.