Posts Tagged ‘TNT’

Turner cable tying ads to shows’ content

Monday, April 11th, 2011

Time Warner has spent four years developing the ability to place commercials written to play off of a precise moment in the story of the show they run in for its Turner channels, Ad Age reports. The idea is to “make … commercials more indistinguishable from the programs they … interrupt.”

“Turner is ‘tagging’ specific moments in movies and series, trying to find dialogue, action or themes that echo a message an advertiser might like to promote, and then creating related ad vignettes that’ll appear in the spaces between when a program segment ends and a commercial break begins,” the magazine says.

The Turner cable project is targeting advertisers in programs on TBS, TNT and Tru.

For example, an ad that shows men hitting golf balls at a range would be created to run during TNT’s “Men of a Certain Age,” in which the lead character played by Ray Romano is trying to make the Senior Tour.

Over at AMC, they ran commercials for Unilever products during “Mad Men” last season that copied the style of the show and, like the show, were set at an early 1960s-era ad agency.

A source told Ad Age that the Turner cable unit has invested a “seven-figure sum” building new software and hiring staff to tag specific segments in movies and TV shows run on the various channels.

Viewers are 25 percent more receptive to ads that play off of  a show’s content compared to standard commercials, research conducted for Turner found.

A viewer “could be zooming through” with a DVR, but if the advertising looks like the content the viewer tuned in to see in the first place, “they are trained to stop and watch it,” said Linda Yaccarino, exec VP and chief operating officer of Turner Entertainment ad sales, marketing and acquisitions.