What Happened
Continuing an industry trend of networks trying to appease viewers by reducing ads, A&E Networks’ History channel is set to air a Saturday programming block sponsored solely by outdoor equipment brand Yeti. During the weekly “Wild History” block, which starts on July 9 and features reruns of History’s original series, a series of short-form branded content videos from Yeti will air during the limited breaks in between programs. The deal also includes a dedicated Yeti films playlist featured on History’s YouTube channel and History.com.
What Brands Need To Do
Yeti’s branded content is a natural fit for this programming block as they both target the outdoor enthusiasts, thus creating an environment where Yeti’s short videos seem less intrusive than regular commercial breaks. At a time when ad blockers and ad-free streaming services are helping millions of viewers avoid ads, brands and media owners need to take proactive measure and experiment with new ways, such as sponsored content and native ads, to win back the eyeballs.
For more information on how brands should leverage interesting branded content to earn consumer attention, check out the Ad Avoidance section of our Outlook 2016.
Source: AdAge