Today advertisers are integrating their brands into content in order to capture the attention of digitally empowered audiences. Significantly, many brands are turning to “social media influencers” to endorse, demonstrate, and promote products from within their social media content. To keep it as authentic as possible, brands often let these “influencers” integrate the brands as…
The Colbert Report has satirized sponsorship. The show has also actually integrated sponsored products. As viewer, it’s sometimes hard to tell which are for real–that is, paid for by an advertiser. In this episode, Colbert razzes the brand managers at Nabisco/Kraft for sending him a memo about the (in)appropriate ways to integrate Wheat Thins into…
Advertiser sponsorship of program content continues to expand on television and in online media. At the National Association of Television Programming Executives (NATPE) conference I attended earlier this year as a faculty fellow, there were many panels on new forms of sponsorship. Producer and former NBC Programming executive Ben Silverman was there to promote the…
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