Major marketers including Procter & Gamble, Unilever, and Toyota Motor are betting that consumers will watch unskippable commercials on free Webcasts of ABC shows, including hits "Lost" and "Desperate Housewives." The move is a departure from the pay-per-episode offering via Apple's iTunes, but as Tim Hanlon, an SVP at Denuo, explains: "Consumers cannot afford to pay for every digital offering that comes out. It stands to reason that ad messages can help keep these incremental digital content costs in check."

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