Turner Broadcasting System’s TVinContext ad initiative – which matches commercials with related programming on TNT and TBS – is launching with sponsors such as DirecTV, OnStar, Cadillac and Victoria’s Secret, officials said Thursday.
Turner unveiled TVinContextduring its annual upfront presentation to advertisers in May, and Starcom MediaVest Group and Magna (which includes Initiative, Universal McCann, Hill Holiday and Deutsch) are among the media-buying agencies on board for the rollout.
“TVinContext is another example of Turner's strength in innovation. We are constantly looking for new and better ways to partner with our clients,” Linda Yaccarino, executive vice president and general manager of Turner Entertainment Ad Sales and Marketing, said in a prepared statement. “Our advertising partners recognize the value and uniqueness of TVinContext, as this is an ideal way for them to maximize their media budgets. TVinContext is a one-of-a-kind initiative that has limitless opportunities for us to branch out beyond theatrical films and into other forms of programming.”
The goal of TVinContext is to pair entertainment scenes with related ads, making them more effective with viewers. Turner claims that initial proprietary research has demonstrated the efficacy of TVinContext placements. Turner is now extending its research in partnership with clients.
For example, during a telecast of The Bourne Supremacy on TNT, the network will insert a spot for OnStar, a provider of in-vehicle safety, security and communication services provided by General Motors. Specifically, a car-crash scene will prime a commercial about OnStar’s automatic crash response service.
“In today's digital, increasingly mobile video media environment, where commercial avoidance is easier than ever, we must continue to strive with our network partners not only to maximize commercial audience retention but also to find innovative ways to maximize consumer engagement with our message,” said Steve Sternberg, Magna's executive vice president of audience analysis. “We believe Turner’s TVinContext is a truly leading-edge concept, and we look forward to working and learning together on behalf of our clients.”
DirecTV is a client of Magna that is participating in TVinContext.
Turner is continuing to examine and catalog scenes in films and TV series for future pairing with ads. Turner also has developed an extensive set of capabilities to make TVinContext work efficiently.
