Turner works with Canvs and other partners to identify and match emotionally engaging moments on social with Turner Launchpad segments.
Turner's branded content teams might then take those content discoveries and feed them back into strategies that improve the tonality of its own content and that of its advertisers.
Although the goal is to get to as near real time as possible, which isn’t yet a reality, the broadcaster can get much more proactive with content and sponsorship planning.
“You’re able to focus on and promote moments that will invoke a share,” Kavilanz said. “Half the battle in media and programming is getting the people to enjoy the content. The other battle is getting them to share. In social, you need both elements.”
Early results for Launchpad campaigns have been promising, according to Kavilanz.
For instance, Turner claims four of the top five most-viewed Conan O’Brien videos on social were distributed and amplified with Launchpad. And, by targeting a segment of gamers with content that Launchpad deemed more “emotionally engaging”, it generated 5.5 million (or 175% more) video views.
There are also implications for Turner Native Plus, the broadcaster's version of a native ad placement, which replaces a traditional commercial break with an ad for a single advertiser designed to contextually fit with adjacent programming.
“As we go deeper and develop these ‘Turner as a platform’ opportunities, we might use insights from Launchpad to launch an episode first into social to see how [brand content] is performing,” Kavilanz said. “With Native Plus, where we’re taking over a two-minute pod, having scale that extends from social to inform digital and on-air linear [programming] makes sense.”
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