There's a New Game in Town -- With Ads

When Coca-Cola (KO; S&P investment rank, 4 STARS, buy) wants to showcase beverages to kids, or Honda (HMC; 3 STARS, hold) wants to make sure the first car or motorbike teens drive bears the Japanese auto maker's marque, the two companies are increasingly sidestepping Madison Avenue to direct their ad-buying dollars elsewhere. And they're not the only big-name marketers doing so. S&P believes that some technology and entertainment companies that recognize this trend stand to benefit.

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