Turner's Donna Speciale Sets Her Sights on the Holy Grail: Business Outcomes

Within this conglomerate now sits information from the companyamp8217s entities including DirecTV and perhaps most interesting ATampampT Mobility amp160Thatamp8217s insights from more than 170 million directtoconsumer relationships amp160To tap into this wealth of data Turner ad sales chief Donna Speciale said in a recent interview her teams are partnering with Xandr ATampampT39s advertising and analytics unit amp160The first fruits of this partnership are on display now at CES where they have unveiled four key areas of enhancements to Turneramp8217s ad capabilities stronger relevant advertising on TV and digital expanded branded storytelling to addressable TV and proven advertising impact through attribution a hot topic for todayamp8217s CMOTo better enhance the ad experience on TV Xandr Audience Insights will now power Turner39s own datapowered AudienceNOW platform amp160This combination will offer clients faster results and more precision in their targeting amp160Or as Speciale put it quotWe39re supercharged with ATampampT39s dataquotRecently Turner delivered the first AudienceNow TV brand campaign with insights powered by Xandr for ATampampT Mobility amp160ATampampT Mobility reached 30 more of its defined audience segments compared to a traditional TV buy which has fueled the team with some powerful results to share amp160Several categories have already signed up with campaigns live early this yearquotDigital has a place in a marketing mix of coursequot Speciale said amp160quotBut it39s been a challenge proving that TV is extremely effective because there haven39t been a lot of metrics on proof points amp160We can put that on the table nowquotThat doesnamp8217t mean digital doesnamp8217t have value amp160Marketers can now utilize Xandr Audience Insights when buying Turneramp8217s digital properties which have a combined reach of more than 135 million unique users a month amp160The TurnerXandr partnership was tested with eight campaigns across various industries automotive finance luxury on CNN Digital and the results were positive enough to bring it out of betaThe idea is to move toward a product that not only serves up relevant ads via TV and digital but includes that holiest of grails attributionamp160 Being able to count people in seats or foot traffic or purchases is the endgame amp160quotIf we can really focus on clients39 business outcomes and get away from the demo guarantee that39s a huge winquot Speciale saidThe Turner team will also discuss expanding the reach of branded storytelling to addressable TV amp160Marketers that partner with Turner through branded content can extend their campaigns across Xandramp8217s addressable TV advertising footprint capturing more than 15 million homesamp160 L39Oramp233al Paris is already on board and will be using the capability for their annual sponsorship of TBS and TNT39s airing of the 25th Annual SAG AwardsCES is both the culmination of Speciale39s latest road show that the team hosted with agencies and clients late last year and the beginning of what she anticipates will be a pivotal couple of years amp160quotCES officially begins the season for usquot she said amp160quotBut itamp8217s a continuation of our yearround dialogue on how to continue to evolve our partnershipsquot amp160Unlike the more intimate sessions Speciale and her team had been conducting with clients across the country during the fall CES offers a bigger backdrop opportunity to take a more holistic and creative view of the industry fueled by talk of innovationquotEveryone39s thinking of the future whether it39s tech or advertisingquot she said quotIt gets people out of their comfort zone amp160I don39t think we do that often enoughquotIn addition to this crossATampampT collaboration Speciale has found postmerger life refreshing with how much more the various divisions of thenTime Warner nowWarner Media are working together amp160quotWe39re going to be doing some really interesting things through natural synergiesquot Speciale said amp160quotWe39ve got incredible content between HBO and our Turner networksamp8221 amp160Some of those interesting things have already been happening amp160WarnerMedia CEO John Stankey recently announced a directtoconsumer streaming service set to launch in the fourth quarter of 2019quotAnd this is what we39ve done in just six monthsquot she added amp160quotThink of what we can do with a full yearquotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Turner's Donna Speciale Sets Her Sights on the Holy Grail: Business Outcomes

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Oriana Schwindt

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Turner's Donna Speciale Sets Her Sights on the Holy Grail: Business Outcomes

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