The web offers a vast amount of product placement/brand intergration opportunities. After all that how TV soap programmes initially got the brands to sponsor programmes. This is the 21st century equivalent.

The economies of scale that Paul Kontonis eluded to give smaller to medium size and new started up ventures a chance to advertise, market, promote with a direct engagement with desired demographic.

But as also stated, this needs to be crafted well in terms of audience building, development, brand perception, careful awareness of the getting the balance right.

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