American Express Replaces Ads with Content on NBC Shows
Some 32% of marketers meet weekly to discuss their content marketing programs, with almost 60% calling those meetings “valuable,” according to the Content Marketing Institute.
And in a sign that content marketing is growing in importance 37% of B2C marketers have a documented strategy, a 40% increase over last year. As an example, NBC Universal is replacing advertising on some of its shows this week with content paid for by American Express. The content includes extra scenes and interviews with stars from “Blindspot,” “The Voice,” and “Late Night with Set Meyers” as it works to capture interest from consumers who are more often tuning out TV advertising.
The American Express content strategy is just one example of how TV networks are experimenting with different ad formats to offer advertisers new strategies beyond TV spots.
Content Marketing 2016 Crystal Ball
