Lots of smart people in the advertising business say that the future of advertising won't be advertising — it will be some kind of "branded content." Not an interruption, but a baked-in part of something people actually want to watch/read/consume.
Making this happen is quite difficult, for many reasons. A major one is that people often don't want to watch/read/consume the thing the advertiser wants to be baked into.
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In case you haven't seen it, because you're doing something other than streaming March Madness at work, the boss button is a tab on your browser. You're supposed to click on it when A Serious Person walks by your desk while you're streaming March Madness at work.
And when/if you do, the NCAA site gives you a semi-serious set of power points to pretend to look at (see screenshot here).