How the ad ecosystem is reacting to the content-marketing explosion

Content marketing is "hotter than ever," according to Ad Age, and the trend has big implications for agencies, marketers, production studios, media owners and more. "It's a new space, and it's clear that everyone is trying to get a piece of it," said Shane Snow of Contently. Media companies, for example, have the ability to quickly produce content, such as an online video that Funny or Die made for Pepsi to mock Coke's Super Bowl campaign, while talent agencies including CAA are looking to pitch their connections and star power as part of a content-marketing strategy.

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