Turner Signs Onstar, DirecTV, Others for Contextual TV Ad Program

Oct 9, 2008  •  Post A Comment

Turner Broadcasting said that clients including OnStar, DirecTV, Cadillac and Victoria’s Secret have signed up for its new TVinContext system, which matches advertisers’ products with related scenes in movies shown on TNT and TBS.
In one example of how the system works, during a telecast of “The Bourne Supremacy” on TNT, which features a car chase and crash, the network will insert a spot for OnStar, touting its automatic crash response service.
Turner introduced TVinConext during its upfront presentation to advertisers in May.
“Our advertising partners recognize the value and uniqueness of TVinContext, as this is an ideal way for them to maximize their media budgets,” Linda Yaccarino, executive VP and general manager of Turner Entertainment Ad Sales and Marketing, said in a statement. “TVinContext is a one-of-a-kind initiative that has limitless opportunities for us to branch out beyond theatrical films and into other forms of programming.”
Turner has already worked with some clients and agencies to demonstrate that the system works.
“We’re appreciative of Turner’s willingness to involve us in the early testing, lessons and turn-key application of the initiative, and look forward to the advantages–in terms of brand recall and viewer engagement–this will yield for our clients,” Starcom USA President/Chief Activation Officer Chris Boothe said in a statement.
(Editor: Baumann)


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