Ogilvy when he made a presentation would, “open with axioms which nobody can question. By the time the audience grows more accustomed to my accent, I launch into more controversial judgements.”
However, this principle also relates back to the consistency principles of influence*. When someone is agreeing with you they will have a much harder time disagreeing with you when you get to what you really want to say. I think (and this is pure conjecture) this also relates to online advertising. If you create great content such as a funny video that people like first they will have a harder time changing their minds when it gets to the more advertising heavy part of it.