Ads and Programming Should Connect
I recently came across a thought on LinkedIn (can't find the reference now) about connecting ads to the programming we're watching. It stuck with me: we're in 2025, and a way to help usher advertising into the modern era is by carrying the narrative over from the show or event the audience is already engaged in.
This week, during the AT&T Pebble Beach Pro-Am, we're giving it a shot. Alongside an incredible in-house marketing team, we created the "Play After the Pros" campaign — four unique yet consistent spots airing on ESPN's CTV stream.
The idea is simple: akin to YouTube or MLB's commercial break moments of Zen, we use slow-moving, beautiful imagery and subtle ocean sounds. But here, we add a clear call to action.
The audience is watching the pros play Pebble Beach. We remind them they can play Pebble Beach, too—right after the pros.
As targeting gets more innovative and specific, this "narrative carry" approach has massive potential, and we're excited to roll it out with more clients this year.