It's in that zone where the limit between native content and advertisement becomes blurry. Where do you draw the line where an advertorial [1] starts? Or native advertising [2]? This type of content is likely to become more common, too. With the rise of ad-blockers, companies are putting more weight on alternative methods.

[1] https://en.wikipedia.org/wiki/Advertorial

[2] https://en.wikipedia.org/wiki/Native_advertising