Turner announced plans today for Turner Ad Lab, a joint initiative between Turner and industry partners that seeks to refine the linear TV and digital video ad experience.
“Turner Ad Lab will be led by an advisory board made up of representatives from industry trade organizations, research companies, ad tech start-ups and the advertising community,” the company says in its announcement. “Turner Ad Lab will lead to better consumer experiences on all platforms, while strengthening advertising effectiveness for brands. The composition of the advisory board will be announced later this month.
Howard Shimmel, chief research officer for Turner, says in the announcement: “It is clear that we need to rethink the ways that linear TV and digital ads are surfaced to consumers. We know that video advertising is welcomed by consumers and has impact, but we need to consider ways to improve the content and environment. We’ve already taken a leadership approach in this space by greatly reducing commercial loads on TNT and truTV. We want to do much more, and are looking for the best and brightest thinkers in the industry, along with technology companies who have interesting technologies to test, to partner with us in this effort.”
Turner Ad Lab will operate out of Turner Research in close alignment with the company’s ad sales organization, headed by Donna Speciale.
Said Speciale: “Video advertising needs to evolve into a better experience, one that benefits all key parties — consumers, publishers and advertisers. Turner Ad Lab will aggressively re-imagine new advertising formats and real estate to create a better viewing experience. Having leading industry partners on board to collaborate with us around this effort is key to its success.”
The initiative will have three initial areas of focus: commercial pod structures, new advertising real estate and creative treatments and executions.