Survey Says ... Sponsored Content Is OK
“Ladies and gentlemen, the cursed amulet commands me to inform you of the delicious taste of tonight’s sponsor: Sabra roasted red pepper hummus,” said Stephen Colbert on his first night hosting “The Late Show with Stephen Colbert.” The audience — myself included — was in stitches (definitely check it out for yourself below). Even though the bit was a blatant shill, it was a lighthearted take on the point we’ve come to with the idea of sponsored content.
While I’m blocking display ads on my computer browsers, I’m laughing my head off to a Sabra ad on TV — why? It’s not that I’m more likely to buy Sabra hummus as a result of Colbert’s mention, but by including the product into a sketch, it became more relevant and palatable to me as a consumer.
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