Turner Broadcasting plans to introduce a new advertising system designed to match commercial messages with the content of its programming.

Turner, which holds its upfront presentation to advertisers Wednesday morning in New York, calls the system “TVinContext” and says it has been in development for more than a year.

The system is designed to match the ability of digital media to place ads next to relevant content, according to Turner. If a movie features a scene about marriage, for example, Turner will be able to place an ad in the next commercial break for a related product, such as wedding rings. A movie scene in a cafe could be followed by an ad for coffee.

Advertisers benefit from the system because when ads are shown in context, they are likely to be more effective, a Turner executive said. The cable-networks company’s research, as well as findings from ad agencies, clients and others, say this contextual advertising provides commercial with more value.

TVinContext initially will be available to a small number of clients, with the first ads being placed in the fall.

“TVinContext allows Turner to deliver a new, custom solution for advertisers to better engage and creatively thread their message to consumers,” Linda Yaccarino, executive VP and general manager of Turner Entertainment Ad Sales and Marketing, said in a statement. “TVinContext is an ideal way for advertisers to maximize their return on investment.”

(Editor: Baumann)