Native Advertising: Coming Soon to a TV Near You
ADOTAS – The entire ad ecosystem is in a state of flux. As traditional broadcast outlets and publishers struggle to create high-quality content and programming to capture viewing audiences and the dollars of brand sponsors, many are looking towards the promise of native as the next step in advertising. The New York Times and Forbes has recently dabbled in the native realm online, but now television is getting into the game.
In an industry first, NBCUniversal (NBCU) announced this week its foray into building native 30-second spot television commercials for Xerox and plans to air them on broadcast cable, news and sports channels. NBC News has been an early adopter of online native formats — meaning, in this case, sponsored editorial content — but now it is bringing this model to television.
“People today consume content on the go. They want easy, digestible information to become better informed about wide-ranging topics,” said Seth Winter, executive vice president, News and Sports Advertising Sales Group, NBC. “Simplifying how audiences consume news pairs well with Xerox’s commitment to help businesses simplify the way people work,” says Winter in a statement announcing the deal.
According to a press release announcing the NBCU/Xerox partnership, the branded segments will be called “30 Seconds to Know” featuring original video produced by both its news and sports programming networks that will focus on “complicated topics in a quick and simple format.” Basically the native commercials will play off of breaking news headlines for that day, along with topics curated specifically for each viewing audience centered around science, tech, personal finance and consumer.
The new spots are slated to begin airing on Monday of this week on NBC News, MSNBC, CNBC, NBCSN and the Golf Channel. Segments will run the gamut, ranging from topics like “Are Black Holes Dangerous?” to “How Should You Analyze Your Golf Round.” The networks will promote the videos using #30SecondsToKnow.
“We were impressed with NBCUniversal’s integrated approach to media sponsorship across their various platforms,” adds Barbara Basney, vice president-global advertising and media at Xerox. “We’re able to ensure brand consistency across the key networks we advertise on most – news and sports. This, coupled with the straightforward concept of ‘30 Seconds to Know’ aligns our company’s business focus on simplifying complexity.”
This move by NBCU isn’t much of a surprise, as the iron wall between editorial and advertising is becoming less and less pronounced. As journalism fully embraces digital formats, advertisers are leaving less and less money on the table for sponsorships and ads, and these new formats breathe new life into an already shaky model.
Broadcast outlets and publishers need to keep their advertisers happy, and if that means creating new avenues and formats for brands to tap into their audiences, so be it. Lines will continue to become blurred and no doubt, it will be interesting to see will happen to the integrity of editorial reporting as brands exert more and more influence over content.
WTF. Isn’t this what commercials are supposed to be…advertiser content… the inmates are really running the asylum…
- Pingback from Xerox Taps Native Advertising to Bring Its Brand in The Modern Age of Digital Marketing - NativeMobile.com
Leave a Comment
- Big-Budget TV Ads Alone Aren’t Enough: Use Programmatic to Tell Your Brand Story
- 5 Keys to Capitalizing on the Mobile Gaming Phenomenon
- The Programmatic Future: Automation Poised to Dominate Video Ad Buying
- You Have My Data, Now Stop Retargeting Me!
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss
- Brainshark Launches Brainshark for Salesforce Work.com on Salesforce1 AppExchange March 12th 2014 WALTHAM, Mass., March 12, 2014 (ADOTAS) — Brainshark, Inc., the [...] more »
- MediaBrix Launches In-Game Ad SDK for Intel’s Latest Platform March 12th 2014 NEW YORK, March 12, 2014 (ADOTAS) — MediaBrix, the leading [...] more »
- Fiverr® Updates iPhone App: Puts Over 3 Million Gigs® in the Palm of Your Hand March 12th 2014 NEW YORK, March 12, 2014 — Fiverr®, the world’s largest [...] more »
- BroadbandTV CEO is Named Young Global Leader by the World Economic Forum March 11th 2014 VANCOUVER, March 11, 2014 (ADOTAS) – Shahrzad Rafati, founder and CEO [...] more »
- Intent Media Hires Noted Travel Industry Exec Noreen Henry as VP of Business Development March 11th 2014 NEW YORK, March 11, 2014 (ADOTAS) — Intent Media, an [...] more »
- Ampush Appoints Rick Cotton as Chief Revenue Officer March 11th 2014 SAN FRANCISCO, March 11, 2014 (ADOTAS) – Ampush, a leading [...] more »
- Facebook Exchange Partner Perfect Audience Taps into Google Merchant Accounts for Retargeting March 11th 2014 ADOTAS – You may already know that Facebook Exchange (FBX) [...] more »
- Big-Budget TV Ads Alone Aren’t Enough: Use Programmatic to Tell Your Brand Story March 12th 2014
- 5 Keys to Capitalizing on the Mobile Gaming Phenomenon March 11th 2014
- The Programmatic Future: Automation Poised to Dominate Video Ad Buying March 10th 2014
- You Have My Data, Now Stop Retargeting Me! March 7th 2014
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss March 7th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- Courtesy to The Bellingham Business Journal | For Copywriters Only: [...] Fiverr® Updates iPhone App: Puts Fіnіѕhеԁ 3 Million Gigs® іn thе Palm οf Yουr
- Chris: I don't think BBTV drives success for online video creators by leveraging its proprietary technology
- Weekly RTB and Programmatic Marketing News from RTB Forums | My Blog / Website: [...] http://www.adotas.com/2014/03/sonobi-to-sponsor-premium-programmatic-event-in-nyc-next-week/ [...]
- BroadbandTV CEO is Named Young Global Leader by the World Economic Forum - Responsivemts | Responsivemts: [...] Headlines Amazon Working on Music-Streaming ServiceThe Woman Who Scavenged SXSW For An iPadBroadbandTV