Turner Rolls Out Contextual TV Ads

Victoria's Secret, S.C. Johnson Among First Marketers

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NEW YORK (AdAge.com) -- If you see a Victoria's Secret ad immediately following a scene that mentions the brand during an upcoming broadcast of "What Women Want," that's no coincidence. Turner Entertainment's TNT and TBS are about to embark on a series of on-air ad experiments pairing commercials with contextually relevant scenes in movies and, eventually, original series.
In an effort to pair commercials with contextually relevant scenes in movies, Victoria's Secret ads will air during a showing of 'What Women Want' on Oct. 18 on TBS.
In an effort to pair commercials with contextually relevant scenes in movies, Victoria's Secret ads will air during a showing of 'What Women Want' on Oct. 18 on TBS.

Less than five months after unveiling TVinContext, the name given to its new ad initiative, Turner has signed up Starcom MediaVest Group and Magna as the first agencies to execute contextually relevant on-air campaigns.

Scrubbing Bubbles and 'Joe Dirt'
The first to air under the new deal will be an ad for S.C. Johnson's Scrubbing Bubbles, to appear following a key scene in "Joe Dirt" on TBS airing Oct. 12.

Additional TVinContext campaigns include the aforementioned "What Women Want" Victoria's Secret ad, to air Oct. 18 on TBS, and a pairing of General Motors' OnStar with "The Bourne Supremacy" on TNT, to air Oct. 26.

Linda Yaccarino, Turner Entertainment's exec VP-general manager of ad sales and marketing, described TVinContext as an "ideal way for [clients] to maximize their media budgets. 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."

Ms. Yaccarino added that TVinContext was initially designed to boost the effectiveness of clients' existing ads, although there's potential for custom-created campaigns to be developed under the initiative down the line.

Chris Boothe, president-chief activation officer for Starcom, in an interview said, "The nice thing about this is it's focused and it's simple, so it doesn't necessarily have to be new creative or even new content. You can imagine when you do these integrations all the time with the money and extra resources. It's a very simple and focused way to take existing commercials and make them more potent."

Post-campaign analysis
Of course, proving the contextual relevance of each ad is only as effective as the research put against it. Ms. Yaccarino said Turner's research team will be doing extensive post-campaign analysis for each TVinContext ad that airs, measuring everything from brand recall to likeability, and putting more neurological-based attributes against the consumer's recall of the ad, called "priming." As Mr. Boothe parsed it, "Let's say your mind-set is more open to a car, because when you see something subsequent in cars you're more likely to recall it."

Starcom has executed a similar strategy in print with its ACE (Accountability, Connectivity and Engagement) platform, which is focused on enhancing print buys by finding editorial adjacencies in targeted magazines. "In a lot of ways this is taking a model that has worked historically in print and taking it to TV," Mr. Boothe said.
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