Wednesday, May 14, 2008

Not a coincidence – matching television and advertising content

We know that television advertisers place advertisements during programs that attract their target demographic. Turner Entertainment Networks is taking it one step further. They have developed a program, TV in Context, which matches advertising content to related scenes in the program.

Read all about it in this New York Times article, Turner to Offer Marketers Way to Link Ads to Content. They provide a few examples of how this could work. Let’s say you’re watching the movie “Hitch” on a Turner channel. In one scene a character suffers an allergic reaction, and immediately following, viewers see drug store commercial for an allergy medication.

Turner is comparing the program to "contextual targeting, which is all the rage in online advertising and takes advantage of tracking the online behavior of computer users to serve them ads they would find relevant."

No comments: