Back in the day, advertisers who sought to align their creative more closely with content were told that advertising and content were “church and state,” and the two would not be allowed to meld. Boy have things changed. Thanks in part to research that shows both recall and purchase intent are increased when ads are placed “in context,” collaboration is now being encouraged.
Case in point, as HBO’s “Entourage” begins their seventh season, they have asked advertisers, particularly those in the first position in the pod to align their creative with the show by relating their ads to specific scenes and storylines.
So much for editorial integrity. But does it really matter?
Friedman, W. (2010, June 28). WGN Pushes Ad Messages With ‘Entourage in Context’. mediapost.com. Retrieved June 30, 2010, from