At the Consumer Electronics Show (CES) in Las Vegas last week, Turner Broadcasting announced their plan to transform television with longer form commercial breaks. Their new product, called “Native Plus” will showcase a single advertiser in a 2-3 minute commercial break, which would normally showcase 5-10 different ads. Designed to tell larger “brand stories”, Native Plus is being touted as less of an interruption for consumers and more of a powerful opportunity for brands.
But this “blend” of content and marketing messaging isn’t new. One just needs to go back in time to the golden age of television when this happened regularly on variety shows. Johnny Carson’s ads for Budweiser ads on The Tonight Show are memorable, and “soap operas” that were actually produced by Proctor and Gamble and featured products like Ivory Soap and Tide.
With media networks scrambling to retain viewers and advertisers, this is welcome news, even if it’s not new.