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To launch the 2007 Ford Edge this December, the U.S. car company embraced digital - its biggest commitment ever - in an effort to engage consumers who are, more and more, choosing foreign-made over American-made cars.

According to MediaWeek, the Edge's brand messages were integrated into console-based and PC games, the brand sponsored Rolling Stone's top songs for 2006 - which are downloadable on the magazine's website - and also sponsored AOL's social networking pages.

Phil Cowdell, CEO of Ford Media Services, said carmakers are upending the traditional ad approach in favor of media that can engage consumers and offer measurable results. "Magazines that demonstrate an ability to engage readers and leverage other platforms will fare better," he said.

Merrill Lynch advertising analyst Lauren Rich Fine forecasts just 2 percent growth in both 2006 and 2007 in automotive spending, with demand for domestic cars expected to decline 3 percent.