Six months into the union between AT&T Inc. and Time Warner Inc., Turner Broadcasting System Inc. and AT&T's Xandr advertising unit are collaborating on initiatives rooted in data, content connections and advanced advertising capabilities.
"Combining insights from AT&T's 170 million direct-to-consumer relationships with Turner’s terrific content and fan base, gives us a greater ability to serve relevant advertising that is driving results for brands and agencies," said Mike Welch, senior vice president of corporate strategy and development at Xandr, in a Jan. 8 press release.
Turner's AudienceNOW data-powered service, which veers from traditional TV ad metrics to pure-audience based models, now incorporates Xandr's viewership insights gleaned from more than 40 million set-top boxes. The pairing stretches across all of the programmer's networks, including TNT (US), TBS (US), CNN (US), Cartoon Network / Adult Swim (US) and truTV (US).
AT&T Mobility was itself the first client, with a brand campaign reaching 30% more of its defined audience segment compared to a traditional television buy. A number of other advertisers within the auto, financial and technology categories will deploy live campaigns using AudienceNOW, enhanced by Xandr viewership insights, during the first quarter.
Digitally, Turner's various properties, including CNN and Bleacher Report, reach more than 135 million unique users per month. Marketers can now use Xandr Audience Segments through Turner digital offerings. Marketers can buy directly from Turner or programmatically across all of Turner’s digital properties.
Thus far, Turner said it has already closed and executed eight campaigns using this enhanced capability with financial, luxury, auto and travel advertisers on CNN Digital.