Turner Announces Ad Lab in Effort to Re-Imagine Advertising Solutions

Turner Ad Lab to Operate in Collaboration with Business Partners Spanning Research, Advertising and Ad Tech

In an effort to refine the linear TV and digital video ad experience for both consumers and advertisers, Turner announced today Turner Ad Lab, a new joint initiative between the company and the industry. Turner Ad Lab will be led by an advisory board made up of representatives from industry trade organizations, research companies, ad tech start-ups and the advertising community. Turner Ad Lab will lead to better consumer experiences on all platforms, while strengthening advertising effectiveness for brands. The composition of the advisory board will be announced later this month.

"It is clear that we need to rethink the ways that linear TV and digital ads are surfaced to consumers, said Howard Shimmel, chief research officer for Turner. "We know that video advertising is welcomed by consumers and has impact, but we need to consider ways to improve the content and environment. We've already taken a leadership approach in this space by greatly reducing commercial loads on TNT and truTV. We want to do much more, and are looking for the best and brightest thinkers in the industry, along with technology companies who have interesting technologies to test, to partner with us in this effort."

Turner Ad Lab will operate out of Turner Research in close alignment with the company's ad sales organization, headed by president Donna Speciale. Speciale added, "Video advertising needs to evolve into a better experience, one that benefits all key parties - consumers, publishers and advertisers. Turner Ad Lab will aggressively re-imagine new advertising formats and real estate to create a better viewing experience. Having leading industry partners on board to collaborate with us around this effort is key to its success."

Turner Ad Lab will launch with three initial areas of focus: commercial pod structures, new advertising real estate and creative treatments and executions. The advisory board will be made up of a consortium of research and advertising experts who will help steer the various research initiatives and be responsible for oversight and approval of all projects. Members of the board will change annually, ensuring that Turner Ad Lab is constantly seeded with new ideas, technology and innovation.

Turner Ad Lab is the next step in the company's commitment to re-imagine advertising and act as a resource to business partners. Turner has made bold moves in the advertising space in recent months, including acting as a first mover in the industry to significantly reduce commercial time on both TNT and truTV later this year. The company has also developed branded content spaces like Turner Native Plus and social monetization opportunities like Launchpad that better enable marketers to reach the right audience, with the right content.

Turner Ad Lab studies will be conducted utilizing the Time Warner Media Lab, as well as facilities throughout the United States and non-lab methodologies.

About Turner

Turner, a Time Warner company creates and programs branded news; entertainment; kids and young adult; and sports media environments on television and other platforms for consumers around the world.