TURNER lance T1 – Digital Advertising Solutions

  • Turner International propose pour la première fois aux annonceurs un moyen unique de lancer des campagnes mondiales, régionales et locales pour toucher les fans des marques Turner dans plus de 200 pays.

    Le lancement de Turner International Digital Advertising Sales – T1 – permet à Turner de regrouper ses expertises dans la publicité numérique à l’international au sein d’une seule et même entité. Celle-ci opère en complément des régies publicitaires locales et des bureaux de CNN International Commercial (CNNIC) présents en Amérique latine, dans la zone EMEA et en Asie-Pacifique.

    L’objectif de T1 est de mettre en relation les annonceurs internationaux basés hors des Etats-Unis avec le public du groupe Turner spécialisé dans le domaine du divertissement, de la jeunesse, de l’actualité et du sport. Les marques concernées incluent : Bleacher Report, Cartoon Network, Boomerang, CNN, ELEAGUE, TNT, TBS, Great Big Story, Esporte Interativo ainsi que Copa90 qui appartient en partie à Turner.

    T1 offre aux marques une gamme complète de solutions publicitaires créatives axées sur la data. Elle comprend la création de partenariats stratégiques, la création de campagnes sur-mesure (brand content, native et placement de produits), ainsi que de l’inventaire display et pre-roll dans l’ensemble du portefeuille digital de Turner International.

    Le département devra collaborer avec de grandes marques autour de campagnes pouvant couvrir plusieurs régions, être très ciblées sur des pays spécifiques ou utiliser des marques de Turner bien définies dans un contexte premium et brand safe tous supports confondus.

    T1 s’appuie sur la stratégie numérique mise au point par CNNIC, la filiale de Turner International qui monétise l’intégralité des supports de CNN en dehors des Etats-Unis. La data et le contenu sont au cœur des solutions proposées pour développer des partenariats entre CNN et annonceurs internationaux. T1 a été créé dans cette optique, et est dirigé par Rani Raad, Président de CNNIC.

    L’unité est composée d’une équipe spécialisée dans la vente, le conseil et les opérations travaillant en étroite collaboration avec la direction, et plusieurs équipes de Turner International (technologique, éditoriale, produits et régie publicitaire) afin d’accroître les opportunités de monétisation autour des verticales numériques. La supervision des opérations de T1 est assurée par Rob Bradley, Vice President of Digital Commercial Strategy and Digital Advertising Sales pour CNNIC et T1.

    L’entité s’appuie également sur les solutions existantes de Turner telles que Launchpad, l’outil d’amplification des médias sociaux qui exploite les données des 750 millions d’utilisateurs mondiaux de l’entreprise pour fournir du contenu de marque à des groupes partageant les mêmes centres d’intérêt sur les réseaux sociaux.

    « T1 incarne la philosophie ‘One Turner’ qui est ancrée dans notre entreprise car nous créons de nouveaux moyens pour mieux répondre aux besoins de notre public et de nos partenaires commerciaux. », déclare Rani Raad.

    « La création de cette division donne accès à un vaste portefeuille de produits digitaux premium et apporte des solutions inédites et innovantes sur le marché. S’appuyant sur la stratégie multi-écrans qui a permis le développement de CNNIC, nous sommes impatients d’établir des partenariats d’envergure avec des marques qui souhaitent aller plus loin dans le contenu. Et c’est ce que Turner sait faire à travers le monde. » 

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