Turner's Upfront – More Glitz, Programming and Data with Fewer Ads

After a crowd warmup by Anderson Cooper Conan O39Brien and Charles Barkley things got down to business with a presentation by Donna Speciale President of Turner Ad Sales Her message was more content integration context and storytelling and therefore engagement and attention with less clutter She spoke of her company39s efforts to merge the use of data and analytics with content creationamp160quotWe are offering more content more solutions and bigger resultsquot she said quotWe are a data driven content creation company that puts consumers firstquotMerging data driven solutions with content creation is something of a theme this Upfront as other companies have also announced such initiatives But in addition to this Turner39s efforts also include a less cluttered environment by reducing ad loads This is a bold and welcome move in an industry that has come to rely on more and more ads to meet their guaranteed advertiser commitments amp160In addition in a nod to the contentious issue of accurate digital content viewability Speciale noted that when Turner talks about online views they refer to a thirty second length not three secondsSpeciale announced that quotbold engaging less cluttered contentquot is then matched to brands and quotpaired with smart data solutionsquot all as part of a new initiative at Turner called Turner Ignite This is a powerful marketing platform where they will test optimize and learn more about crossscreen behaviors amp160quotThisamp160isn39t newquot Speciale noted quotWe have been doing this type of targeting now resulting in 50 million in media spend amp160And it is a pure audience guarantee We offer provable ROI guarantee outcomesquotTurner is applying more digital data to TV and putting it to work with their brands One such initiative is the rollout of Team Coco Digital Studios for branded content This will help in the development of native content for advertisers during breaks with branded storytelling It is possible that such content can help in maintaining viewership through the breaks in addition to their shorter pod lengthsThe full program included sizzle reels and programming announcements for CNN TBS TNT truTV and Turner Sports and highlights from other Turner properties such as Adult Swim Upcoming series include a new Wyatt Cenac comedy for TBS quotPeople of Earthquot about a support group of people who have had alien encounters and quotAnimal Kingdomquot a drama starring Ellen Barkin and quotThe Alienistquot a crime drama set in late 1800s New York City both for TNTDelivery of quality content with a lower ad load and the ability for greater brand integration for advertisers could lead to Speciale39s hope for higher ad rates quotBranded storytelling and shorter breaks have driven significant performance liftsquot she said quotThe experience is everythingquotThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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Turner's Upfront – More Glitz, Programming and Data with Fewer Ads

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Charlene Weisler

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Turner's Upfront – More Glitz, Programming and Data with Fewer Ads

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