With the growing fragmentation of media and shrinking TV viewership levels, it is no surprise broadcasters are looking for innovative ways to add value and relevancy to their TV commercial delivery methods. To this end, Turner Broadcasting launched its new TVinContext ad placement program last year. The plan is to lead-in commercials with content related to the product. An example is placing a TV spot for OnStar’s service that contacts emergency help after a crash immediately after a scene of a car crash in “The Bourne Supremacy.”
The convergence of digital technology with the new media revolution make it easier than ever for people to avoid traditional advertising messages, i.e. TiVo, opt-in e-marketing, etc. We are exposed to endless advertising messages everyday. What determines which information makes it into our consciousness and what ends up in our brain’s industrial dump? As marketers we know that the more entertaining and relevant we can make our advertising, the greater the ad retention and “stickiness” potential.
I am curious if linking entertainment scenes with related ads will help ad message retention and effectiveness. I applaud Turner Broadcasting for its attempt to maximize consumer engagement with ad messages. We have seen similar strategies with the growing trend of product placements in movies, which is another way advertisers are trying to connect people with their brands in unexpected media environments. I’m sure marketers and media planners will be watching Turner Broadcasting’s TVinContext program closely to gauge its long-term potential and success. If anyone has an update on its current status I would be interested in hearing how it is playing out.
– Chuck Leifeste –
