Author: Brian Steinberg / Source: Variety
Stephen Colbert will have to do a little extra work tonight, thanks to an advertising deal struck between CBS and Google’s Nest.
During Tuesday evening’s broadcast of “The Late Show” on CBS, the late-night host will fill time that ought to be devoted to commercials with more of his own antics.
And the ad-free segment will be sponsored by Google. Yes, that’s TV advertising in 2018: Google will advertise the fact that it is sponsoring a program segment during which commercials normally run, marking the first “Late Show” takeover of a regularly scheduled advertising break.“The entry into ad pod takeovers featuring sponsored original content with ‘The Late Show’ is just the beginning,” said Jo Ann Ross, president and chief advertising revenue officer at CBS Corp. “We will continue to work with the show, and across all of our dayparts, to innovate and expand on what we offer our advertisers.” Colbert will introduce viewers of the sponsored segment to “More Show Presented by: Google’s Nest Hello video doorbell,” a nod to the search-engine giant’s connected-home unit.
CBS has for several years used its late-night programs to test advertising experiments. In 2018, however, new commercial formats could prove more important to catching Madison Avenue’s gaze.
Advertisers are showing new interest in tying themselves more directly to specific pieces of programming, rather than running the same 30-second spot again and again no matter the program in which it appears. Procter & Gamble, for example, earlier this year struck an ad pact with ABC that called for a specific plot to run in an episode of “Black-ish.”
The appeal of such stuff is growing as several media companies, including NBCUniversal and 21st Century Fox, talk about the concept of reducing advertising time during some of their most-watched broadcasts. To keep the same…
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