CBS Tries Out a New Recipe for Unilever

As television viewers increasingly zap through ads and watch shows online, media companies have been scrambling to come up with more creative ways for companies to advertise on network TV.The Wall Street Journal reports.

CBS's latest answer is an ad partnership with Unilever's Bertolli Italian-food brand that seeks to blend advertising and entertainment in a new campaign.

... The campaign features the host of its entertainment-news show "The Insider." In so-called interstitials, or mini segments, during breaks in the comedy shows, the host dishes about the CBS comedies while preparing a new Bertolli product.

The 45-second mini segments are followed by a traditional 15-second TV ad for Bertolli Oven Bake Meals.

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emily | 11:06 AM | Advertising / Marketing |
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