AT&T, AOL and the Jonas Brothers: Cambio and the blurring line between content and advertising

Geoffrey Precourt

This report from the IAB's Digital Video Marketplace meeting in New York covers a presentation from the Jonas Group who have partnered with AT&T, AOL and MGX Lab to create Cambio, an online entertainment and social media platform that connects teenagers with their favourite music stars.

AT&T, AOL and the Jonas Brothers: Cambio and the blurring line between content and advertising

Geoffrey Precourt Warc

To understand AT&T's new AOL Cambio entertainment platform on AOL, you have to begin with a biological imperative. The presence and popularity of the Jonas Brothers suggests that there has to be a Jonas Father - someone less visible, perhaps, but an integral part of the brand-creation process.

At the 2011 Interactive Advertising Bureau (IAB) Digital Video Marketplace meeting in New York, Kevin Jonas Sr. - sire of pop band members Kevin, Joe and Nick and co-founder/partner of the Jonas Group...

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