Posts Tagged ‘Unilever’

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.

iPad the future for newspapers, everyone else

Thursday, October 14th, 2010

Two media heavyweights commenting overseas landed on the iPad as the future of newspapers. And folks are buying it.

Lionel Barber, editor of Financial Times, at a meeting organized by the Confederation of Indian Industry in Mumbai on Tuesday said flexibility and adaptability are key to newspapers’ survival.

“Today, newspapers cannot stay confined to the print medium, Barber said, according to Sify News. “Journalists will have to be willing to create more value, and newspaper managements will have to be flexible in terms of the content platform. After the Web, it was the iPad [that] FT tapped into. And in the last three and a half months, we have had half a million downloads of the application.”

Meanwhile, Keith Weed, Unilever’s chief marketing and communications officer, told Media Week at the Media Guardian Changing Advertising Summit on Tuesday,  “iPads will save newspapers, they really will.”

Marketing magazine says Weed added: “The sort of guys I hang out with, the iPad idiots, we’re all on them… I used to have a pile of newspapers in the morning but now I flick through my iPad.”

“In addition to the newspaper apps for sites such as the Financial Times, globetrotter Weed cited the restaurant guide and booking service Zagat to Go, and the airline apps, as among his favorites and most used.”

And, indeed, sales of the iPad have pushed Apple’s stock to record highs, according to the Associated Press.

“Apple’s iPad is setting the standards for this generation of tablet computers as competitors scramble to match the design and functions,” the AP says. “So far, no credible challengers have hit the market.

“In the first quarter it was available, Apple sold 3.3 million iPads. That’s about three times the number of iPhones sold in the first full quarter the smart phones were on sale in 2007. … Analysts’ estimates for iPad unit sales in 2011 are in flux, with those on the conservative end putting the number around 20 million while more bullish forecasters say it could be 50 million.”