Advertisers are trying to get around the advert-free nature of the iPod in increasingly innovative ways, according to the Wall Street Journal.

Firms are concerned that they may lose audiences for their products as more and more people now opt to download ad-free TV shows from the iTunes store.

However, the wiser ones are “creating new, subtler pitches to bracket shows attractive to their target audiences”, for example by using podcasts that could themselves be considered entertainment and are made available on certain popular websites.

And other companies are recycling used TV slots at the beginning of TV files, diversifying away from the standard ad format.

For example, Budweiser brewer, Anheuser-Busch, is transforming its ad into a quirky mini-documentary, with one Ted Ferguson performing a series of daredevil feats for free beer.

“The content has to be unique and different,” said the company’s spokeswoman, Marlene Coulis.

© 2006 Adfero Ltd