The World: Detroit - Toyota backs ad break comic book 'content wraps'

Toyota has reached a deal with CW Network, under which the car-maker will sponsor a series of comic-book-inspired spots created by DC Comics.

The spots, which will appear during episodes of Smallville, will direct viewers online to learn more about the stories behind the plotlines in the series.

CW is one of the networks experimenting with so-called "content wraps" as a way of keeping viewers watching throughout commercial breaks. ABC is offering advertisers the chance to embed their products in its programming as the lead-out to a commercial.

John Lisko, the strategic communications director at Saatchi & Saatchi, Toyota's agency, said "content wraps" were "definitely the future of the way we're going to be more relevant to the consumer".