Guaranteed placement can play an important and useful role in video and Web strategy, by Craig McGuire
The media landscape's increasing complexity creates new challenges to placing broadcast video in a traditional way.
Luckily, the Web's evolving ability to tap niche audiences is expanding the scope of guaranteed placement, those paid ad vehicles driven by PR messaging.
While earned media remains the main goal, the proliferation of Web channels and sharing sites can enable PR to increase ROI ...