Advertiser Sponsorships Help Monetize Television Bridge Content

All of the “Ask Tina” videos on NBC.com are preceded by a 15-second video ad. While preroll is one way to align your brand to bridge content, there are additional methods to execute integrated sponsorships—approaches that just might increase consumer receptivity to your message.

Networks like NBC work hard to create brand integrations that feel organic. For instance, The Biggest Loser’s online community hosts a food journal section where members can blog about what they are eating. This section of the site has been sponsored by brands related to eating healthier, such as Milk, Extra, and General Mills.

The Degrassi DL bridge content referenced earlier is “brought to you by” a major feminine hygiene brand. The brand’s logo not only appears on the aggregated tweet stream creative but also embeds its brand message into the actual Twitter conversation as a sort of “commercial break” using a branded hashtag.