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We can see great, early examples of branded entertainment from progressive brands including BMW, Old Spice, Red Bull, and Dos Equis. Now that each individual receives over 15,000 advertising messages in a single day, companies need to think of new ways to stand out from all of that clutter. Interrupting what consumers want to watch the way that a traditional TV commercial does is an old methodology that is becoming less and less effective. It is also creating a less ideal user experience.
Effectively embedding your brands' message into what consumers want to see is a much more effective way to break through the clutter. This trend will become much more mainstream as it is often much more effective.