Heading into CES 2016 in Las Vegas, Turner was just rolling out its Ignite insights-powered unit, designed to enhance the television advertising viewing experience. Turner Ignite returns to CES 2017 armed with case studies showing how branded content and standard ads paired in pods lifts campaign engagement.<\/p>\n
Ignite evolved from the realization that the TV industry had \u201coverstuffed the bird\u201d with too many ads and that creative content had to work harder for marketers, Dan Riess, EVP of Content Partnerships, says in an interview with Beet.tv.<\/p>\n
During this \u201ctest and learn\u201d year for Ignite<\/a>, Turner has already cut the number of ads in its programming, according to Riess.<\/p>\n \u201cWhat we are learning is that the shorter the ad breaks, in general the better performance for advertisers that are in that ad break,\u201d he says. \u201cMakes total sense, less clutter. We\u2019re seeing it as less is more.\u201d<\/p>\n After the self-imposed commercial \u201cdiet\u201d came the \u201cworkout,\u201d as Riess <\/a>explains it.<\/p>\n \u201cThe workout part is to make the creative work harder in those pods. Start taking what would be a traditional ad pod of four, six, eight sometimes spots and putting in custom branded content,\u201d Riess says.<\/p>\n Normally, viewers would emerge from a program segment and encounter a pod with several commercial messages, none of them related to the other. In its tests, Ignite swapped out the traditional pod and substituted a two- to three-minute exclusive branded content piece from an advertiser, then returned viewers to the program.<\/p>\n At the next commercial break, viewers were shown a 30-second ad for the company whose branded content they had previously viewed. This is a formula that Turner has executed 30-40 times across its networks, according to Riess.<\/p>\n Biometric testing with 4,500 viewers revealed that \u201cyou have a huge bump in engagement when you put a story in front of someone for two minutes plus,\u201d Riess says. That has a huge effect.\u201d<\/p>\n As for the 30-second ad, it \u201cstarts to perform extremely well\u201d following the branded content \u201cbecause it\u2019s been essentially set up by the content piece,\u201d says Riess.<\/p>\n Ignite does audience targeting via both contextual means and \u201ca huge array of data sets, being Nielsen, be it MRI. Pretty much any dataset that a marketer would want to use we actually have in house and are willing to target against,\u201d he says.<\/p>\n This interview is part of our series \u201cThe Road to CES,\u201d a lead-up series in advance of CES 2017. The series is presented by FreeWheel<\/a>. Please find more videos from the series here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Heading into CES 2016 in Las Vegas, Turner was just rolling out its Ignite insights-powered unit, designed to enhance the television advertising viewing experience. Turner Ignite returns to CES 2017 armed with case studies showing how branded content and standard ads paired in pods lifts campaign engagement. Ignite evolved from the realization that the TV […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6006],"tags":[6003,6019,6024,6025],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43966"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43966"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43966\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}