Turner stations take ad-tagging to next level

Turner Broadcasting System's TBS, TNT and Tru units have ramped up their ability to offer advertisers tagging opportunities that will make their ads more indistinguishable from the programs they usually 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 programming giant has spent the last 18 months creating new software to tag specific moments on various programming offerings.

Of course, program tie-ins aren't new. Indeed, networks have been offering such ad opportunities for years. But Turner is trying to up the ante with the amount of tags its offering advertisers. Many customized ads are created for a special occasions like series premieres or finales. Advertisers have grown more interested in tailoring a greater portion of their overall advertising to the content in which it appears, not just a few spots slated to air in TV shows expected to garner higher-than-usual ratings.

For more:
- TV Week has this story

Related articles:
Comcast interactive ads reach the hinterlands
Advertising, digital-interactive initiatives drive higher LIN Media revenues

Suggested Articles

WarnerMedia has shifted its balance for commissioning content away from its cable networks and toward its streaming services like HBO Max.

Altice USA, which operates cable service across its Optimum and Suddenlink brands, is buying another small cable company to keep growing.

Future Today, a provider of ad-supported streaming channels, has set a distribution deal with Comcast’s Xfinity X1 and Flex platforms.