Coming to a TV near you: native advertising

At CES yesterday, Turner – home of CNN, HLN, TNT, and Cartoon Network – announced plans to help advertisers produce commercials that are more content-driven.

Part of the new “Turner Ignite” offerings is “Turner Native Plus,” in which Turner will leverage its data, content, and advertising teams on behalf of brands, helping them to bring native advertising to the small screen. Turner will actually create this type of content for brands, or will help turn into “commercials” existing assets that had previously existed only on digital platforms .

"Turner Ignite will play an instrumental role in moving our partners’ businesses forward,” said Turner Ad Sales president, Donna Speciale. “While other companies separate their data and content teams, we believe it’s vital to bring them together, allowing advertisers to re-imagine the possibilities of advertising in one conversation. We want to continue to be a resource to clients and better help them accomplish their goals. With Turner Ignite and this powerful suite of solutions, we are set up to make that happen now.”

As part of the announcement, Turner also announced a host of updates to existing capabilities that focus on branded content (Launchpad), social promotion, and audience targeting.

TV fans have more content options than ever before, and specifically more commercial-free content options. However, viewers have shown appreciation for well made branded content on digital platforms and if Turner can do this the right way, other networks will almost certainly follow suit.

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Adam Flomenbaum

Adam Flomenbaum is a global leading expert on social television, over the top platforms, TV Everywhere, and content marketing. Flomenbaum has written for Dime Magazine and Brooklyn’s Finest (ESPN TrueHoop). In January 2014, he began contributing to LostRemote, a leading social TV blog, and was named editor in October 2014.

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