Donna Speciale Reveals Turner's Strategy for the New Age of Television

Turner39s strategy was quotto come together and hyperfocus on advertisingquot Special said quotWe realized that there were challenges so we took time out to look under our hood to see what wasn39t working and whyquotWe needed to go back to the fundamentals and do a better job of the consumer experiencequot she continued quotOur brand should be entertaining audiences across devicesquot Once having reviewed the consumer experience in its entirety as a company they were then able to reimagine the advertising that accompanied their content The goal was to quotcreate compelling content that drives product off the shelfquot Speciale added quotWe wanted to make advertising great againquotBut it was not only the outerworld consumerdriven aspect of the business that needed attention quotWe needed to build the right teams and become more clientfacingquot Speciale said quotSo we launched new data and content teamsquotTurner39s strategy was to focus on four major areas and began to break down the company silos that separated themMake the Right Data CountquotThere are all types of data that are now available that we didn39t have ten years agoquot Speciale noted adding as a caveat quotbut having data is not the same as being data driven You need the right data to understand your audiencequotCut Down on the Ad ClutterFor a seamless experience the ad environment must be scalable across all media companies quotYou can get the right ad but how much impact does it really have if the ad environment is not conducivequot Speciale asked quotThere is too much advertising amp160We need to go beyond the thirty second spot soamp160we had to make a change We launched our limited adload format which was not an easy feat We needed better balance between content and advertising and it has begun to pay off with higher brand recall and engagementquotGet Creative with All of the ContentquotWe already replaced five hours of ads with original content across the schedule so now one ad can take up the entire commercial pod of the showquot Speciale explained quotWe can now take content and cut it up into snackable units across platforms Our data allows us to inform for better campaigns and make a better experience for fans Experience is everything We are just scratching the surface as to how data can help us understand the environmentquotTrack the Targeted Audience Across PlatformsquotGreat content does not live in one placequot Speciale noted quotIt demands to be followed So we introduced an audience map which takes targeting a step furtherquot To do this Turner took TV and digital and linked them according to the same restraints amp160Speciale noted that these efforts have begun to show positive results quotWe have seen increased ROI on a single schedule by over 4 millionquot she revealed quotAdvertisers now feel comfortable Scaling this product is top priority in the next four yearsquotBut Turner cannot do it alone within its walled garden solution Change has to come from the industry as a whole quotMany other networks have followed with similar advancementsquot Speciale notedquotWe all need to be behind this effort and encourage understanding across the Industryquot she concluded quotWe need to break down the walls and learn how to work togetherquotClick the social buttons above to share this story with colleaguesThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Donna Speciale Reveals Turner's Strategy for the New Age of Television

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Donna Speciale Reveals Turner's Strategy for the New Age of Television

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Charlene Weisler

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