Turner Broadcasting execs talked a lot about change at their upfront presentation today. But the basic message to advertisers was consistent with what other traditional broadcasters are saying this week to persuade buyers not to shift dollars to digital platforms: They can stick with safe “premium” programming — in this case across a broad portfolio of channels — and still receive detailed information about viewers similar to what online video streamers offer.
Ad Sales President Donna Speciale attacked digital video platforms for their unreliable “bot traffic, viewability issues, and Wild West metrics.”
At her company, though, “data and content are officially hitched…Turner is prepared for this critical inflection point. We have what it takes to make big things happen for you and your brands.”
Turner shook up its sales presentation by including all of its networks, instead of having one for TNT and TBS, and others for Adult Swim, Boomerang, Cartoon Network, CNN, HLN, truTV and Turner Sports.
“We’re focusing all our assets on your business needs, to help drive your results,” Speciale says. “To do that, all of our divisions are working together, re-inventing what it means to be a content company. To us, change means opportunity, and we are disrupting our own business model to grab hold of all the incredible opportunities ahead.”
To drive that point, the company introduced its Turner Data Cloud, a computer system that collects data across digital and linear ecosystems.
The company says that it’s ready to expand its Targeting Now service, introduced in beta form last year: It provides information that enables companies buying time on TBS and TNT to “gain significantly higher delivery of their targeted audience compared to traditional daypart ad buys.”
A new offering, Audience Now, will replace TV’s traditional but broad demo guarantees with what Speciale calls “pure, audience based guarantees for television, just like you get in digital.”
Turner also offers what it calls ROI Now, which looks at how well ads contribute to sales and online traffic. And it’s investing in a marketing tool, called Sociology, that provides the kind of audience data that should enable buyers to “take their branded content to exciting new levels of connectedness and effectiveness.”
In addition to the measurement initiatives, Turner will blur the line between news and advertising with what it describes as a “newly formed branded content capability utilizing CNN’s massive global sale and video storytelling expertise for advertising partners.”