Having just announced the launch of in-house sports marketing agency Turner Ignite Sports, the Turner Ignite unit has taken another step well beyond its traditional linear television clientele in content creation and distribution. And it\u2019s not only the biggest advertisers that have come to embrace content creation and are seeking distribution beyond their own means, according to Frank Kavilanz, SVP of Social Strategy & Solutions at Turner Ignite.<\/p>\n

Turner Ignite Sports is the latest iteration of Turner Ignite, which was created to offer content and data solutions. It\u2019s described as an in-house, full-service sports marketing agency focusing on intellectual property, live events and experiential marketing, creative services and data solutions, as ADWEEK<\/a> and Digiday<\/a> report.<\/p>\n

In an interview with Beet.TV, Kavilanz<\/a> says Turner Ignite is well into virtual reality video creation along with finding niche audiences for marketers across Turner\u2019s massive social, digital and linear presences.<\/p>\n

One example is Turner Ignite\u2019s work to promote Sully, the Warner Bros drama film about the \u201cMiracle on the Hudson.\u201d Calling VR \u201ca fascinating place where we love to experiment,\u201d Kavilanz explains how a VR camera affixed to the underside of a helicopter simulated the flight path of the crippled airliner, generating video<\/a> that was augmented by CNN footage.<\/p>\n

Having created a compelling piece of content, the next challenge was locating and targeting VR enthusiasts, according to Kavilanz.<\/p>\n

\u201cGiven the fact that we are able to access all of Turner\u2019s social handles, we\u2019re able to find people who like VR,\u201d Kavilanz says. \u201cWe have found that there are certain people who will watch anything that\u2019s VR-centric on YouTube or Facebook. Because of our unique structure, we\u2019re creating an audience of people who love VR in addition to people who are fans of a respective show.\u201d<\/p>\n

Turner initially believed its Turner Ignite clients would consist mostly or solely of its linear TV advertisers. But with so many marketers of all sizes having jumped onto the content marketing bandwagon, they need help finding audiences for it, according to Kavilanz.<\/p>\n

Most of Turner Ignite\u2019s work involves traditional one- or two-minute videos. \u201cThe way we typically structure these deals there is a content component and a media component,\u201d Kavilanz says.<\/p>\n

Using its data and insights to make sure the content reaches right audience, Turner Ignite guarantees video views or impressions. \u201cAbout 70% of our deals are on a cost per view basis and the balance on a CPM basis,\u201d says Kavilanz. \u201cWe\u2019re also offering the opportunity for guarantees of a minimum of 30 seconds of view time, which is very unique and something advertisers are increasingly asking more and more to participate in.\u201d<\/p>\n

One code in particular that Turner Ignite would like to crack is video sharing, according to Kavilanz. \u201cWhat we\u2019re going after is not just deriving a quality view, we\u2019re trying to unlock the share,\u201d he says. \u201cThat\u2019s something that we\u2019re spending a considerable amount of time figuring out how we can do both.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Having just announced the launch of in-house sports marketing agency Turner Ignite Sports, the Turner Ignite unit has taken another step well beyond its traditional linear television clientele in content creation and distribution. And it\u2019s not only the biggest advertisers that have come to embrace content creation and are seeking distribution beyond their own means, […]<\/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":[1],"tags":[3024,3437,3884,3886,4582,6025,6150,6151,6152,6153],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44374"}],"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=44374"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44374\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}