Tag: Turner

Snapchat Debuts Live Video Ad For Turner

Posted on by Lab Team

What Happened
Snapchat continues to experiment with new ad products, as it aired its first live-streaming ad last night for Turner network to promote TruTV’s “Upscale with Prentice Penny” series. Turner ran the ad spot during a red carpet event for the show, which invites users to swipe up on the ad to watch a 360-degree live stream of the event, which offers viewers a behind-the-scenes look. After the live event ended, Turner also ran Snap Ads throughout the evening that redirect users to watch a trailer for the series.

What Brands Need To Do
This is a commendable attempt on Snapchat’s part to bring livestreaming into its ad offerings, injecting a sense of immediacy that goes well with Snapchat’s now-or-never philosophy of phenomenal messages. It also serves as the latest example of brands exploring the unconventional ad products that Snapchat offers. Just last Friday, whiskey brand Jameson ran branded Snapchat geofilters at 75 bar districts around the country to celebrate St. Patrick’s Day. As Snapchat doubles down on its ad business as its user growth start to slow, it is time for brands to reconsider their media mix and consider adjust the ad budget to include it to reach mobile customers where they already are.

 

Source: Variety

 

Turner Extends Snapchat Partnership To Reach Millennials With Original Shows

Posted on by Lab Team

What Happened
Turner is extending its partnership with Snap Inc. to reach Millennial mobile consumers with  original content specifically made for Snapchat and more collaborative ad efforts. The original shows will be based on programming from TBS, truTV, and other popular Turner-owned networks and will appear on Snapchat’s Discover channels. Previously, Turner also worked with Snapchat on Live Stories for sports organizations like the NCAA in March, which has been renewed as part of the expanded partnership.The extended partnership will also result in more collaborative ad sales for the two companies as they aim to create more sponsorship and ad opportunities on the Discover channels.

What Brands Should Do
This partnership extension indicates Turner’s plan of leveraging content to reach Snapchat’s growing audience and shows Snapchat’s deepening ties with media owners. For brand advertisers, initiatives like this are what makes Snapchat an increasingly promising ad-supported media channel to reach consumers, especially those who are shunning traditional media and spending time on mobile channels instead. As Snapchat’s ad business catches up to its rapid growth and starts to compete for more ad dollars with leading sellers of mobile ads such as Facebook and Google. now is the time for brands to consider getting on Snapchat to reach its young-skewing users.

 

Source: AdAge

Twitter To Live Broadcast Its First eSports Matches

Posted on by Lab Team

What Happened
In the beginning of July, reports surfaced that Twitter was in talks with Turner Broadcasting for the live-streaming rights of some of its eSports content. Now, Twitter announced that it has struck a partnership deal with Turner to live broadcast the semi-final and final games of ELEAGUE’s tournament for Counter-Strike: Global Offensive this weekend, marking the first time Twitter has branched out into the eSports territory that is typically dominated by Twitch.

What Brands Need To Do
ELEAGUE is a professional eSports league co-owned by Turner Broadcasting and talent agency WME/IMG that started this May. Its broadcast on Turner-owned TBS scored 509,000 total viewers during its first primetime telecast and has since consistently brought in a new audience to Turner network throughout its first season. Now by inking a deal with Twitter, Turner is looking to further extend the reach of its eSports content.  

In the past few years, the competitive gaming industry, which attracts a massive audience and generates billions of dollars, has quickly grown into a media opportunity that brands should not ignore. Some early-adopting brands, such as Coca-Cola and Geico, have been sponsoring eSports events to reach its young, male-skewing audience. More brands should consider leveraging the massive reach of eSports events to reach consumers via sponsorships or, in this case, Twitter ads.

 

Source: Engadget

 

Turner’s ELeague Reaches Streaming Deal With Twitch

Posted on by Lab Team

What Happened
ELeague, the upcoming professional eSports league co-owned by Turner Broadcasting and talent agency WME/IMG, announced a multi-year agreement with gameplay streaming giant Twitch on Friday. Under the deal, over a dozen weekly games of ELeague competition, which starts on May 24, will be live streamed on Twitch. During ELeague’s weekly airing on Turner-owned TBS channel on Friday nights, fans will also be able to stream the games on Twitch.

What Brands Need To Do
Over the past few years, eSports has grown from a nerdy niche into a media platform that attracts a massive audience and generates billions of dollars. This deal between ELeague and Twitch is illustrative of the fast growth and vast potential of the competitive gaming industry, and it also significantly expands the reach of ELeague games, offering brands a great channel to reach its highly coveted young male audience via sponsorships and ads.

 

Source: Variety

Turner Enlists IBM’s Watson For Ad Insights

Posted on by Lab Team

What Happened
In an industry first, Turner Broadcasting, owners of cable networks such as TBS, TNT, CNN, and HLN, has enlisted IBM’s Watson, the cognitive computing service, to help support its ad sales efforts. With Watson’s data-crunching power, Turner will offer marketers automated recommendations on optimizing TV campaigns, based on a wide range of data sources including Turner’s in-house data on its advertisers, publicly available and purchased data sets, news and analyst reports, social media posts, and more.

What Brands Need To Do
This marks the latest example in brands and media owners partnering with IBM to tap into Watson’s computing power. Previously, Under Armour used Watson to help it analyze user data to generate fitness and health suggestions, while Kia used it to find the right social influencers for its Super Bowl campaign this year. Last May, Facebook signed a similar deal with IBM to get some help from Watson to boost its ad targeting capability. As data analysis becomes an increasingly crucial part of the ad business, we expect to see more media owners and brand advertisers to enlist outside services like Watson for better market insights and ad effectiveness.

 

Source: Wall Street Journal