MERCADEO Versión en español
Turner creates a lab to reimagine advertising
Manuela Walfenzao| 13 de enero de 2016
Howard Shimmel, jefe de Investigación de Turner
Due to the decline in ads viewing, Turner Broadcasting is launching an Ad Lab: a creative space to invent and test new ways to do advertising and improve the consumer experience. The lab will be staffed and sponsored by Turner, but the company is inviting trade organizations, research companies and technology companies from around the industry to join its advisory board. The board will select which projects to develop. The company stated that the board will be appointed at the end of January. Turner has been making changes in its approach to advertising. Its networks, including truTV, TNT and TBS, plan to cut the amount of commercials. Its advertising sales group is looking to target better spots, so advertisers dont buy based on the amount of people watching the ad, but on which audiences actually buy their products, making the commercials more relevant and less intrusive. Rebuilding the reputation of TV advertising is important to the industry. “We believe one of the reasons people go to Netflix is the lack of advertising, and if were going to fix the ecosystem we all should potentially do it. Were going to be very transparent about what we learn and about sharing results” said Howard Shimmel, Chief Research Officer for Turner. “If were successful, well find something that works both for consumers and for advertisers, that is our hope” he said
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