Time Warner’s Cable Networks Working on Ads that Are Closer to TV Programs

Apr 11, 2011  •  Post A Comment

Time Warner’s cable networks are working on commercials that are harder to distinguish from the programs they appear on, reports Brian Steinberg in Advertising Age.

The Turner cable networks are "tagging" moments in movies and series to try to find dialogue or scenes that match up with the message an advertiser is promoting, the story says. The networks, including TBS and TNT, then create "ad vignettes" that will appear in the spaces between when a segment ends and a commercial break starts.

For example, Turner could create an ad segment that shows a criminal talking about candy that appears after a segment of "The Closer," whose heroine loves sweets.

The idea is that if the advertising looks like the content the viewer wants to watch, a viewer would be more likely to stop while zipping through DVR content, the story says, citing Linda Yaccarino, executive vice president and chief operating officer of Turner Entertainment ad sales, marketing and acquisitions.

One Comment

  1. This was tried on Mad Men last year. It was effective initially. I am assuming that Turner has seen some of the research showing it continued to work for AMC.

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