Native ads are struggling. Like Macarena in the middle – '90, last name' has become so popular that we even wonder, “Wait, how exactly did this happen?”
One place relatively immune to native advertising — and the ingenuity it causes — is TV. Sure, pre-game sports shows have always had segments like “5 keys to the game brought to you by Telecom Giant X,” but not yet the kinds of extensive brand editorial partnerships that we used to see in the publishing house.
That changed this year with a favorite franchise everyone hates: DraftKings, the daily fantasy sports giant that floods the airwaves with goofy commercials featuring all the brethren from school High school likes your Facebook photos randomly. DraftKings signed a big deal this year to integrate your brand into the ESPN . program . Partial results disastrous but that doesn't mean we won't see a lot of such blatant integrations.
And so, for our latest Continuous Comics, we wondered: How far can this go? Can native advertising really expand into live sports?
If that happens, only a brand-loving midfielder can get us there.
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