This content is for members only
Supercharge your native advertising campaign
As a member of the Native Advertising Institute you will have access to the tools you need to win in native advertising.
Brands Should Add to the Show — Not Be Ads in the Show
As audiences become increasingly resistant to interruptive advertising, brands must find ways to genuinely belong inside entertainment.
Using the internationally shortlisted Nordea x Dragon’s Den Finland collaboration as a case study, this session explores how Nordea became the '7th Lion´ in one of the world’s biggest TV formats, without compromising the integrity of the show.
The presentation examines why human-led integration outperforms traditional sponsorship, how the collaboration achieved 96% ad recall among active viewers, and what the future of branded entertainment looks like when brands add value to the story itself.
Takeaways:
- Why the best branded entertainment feels additive, not interruptive.
- How human-led storytelling strengthens brand recall and trust.
- How brands can integrate into premium entertainment without compromising the format.
