Turner Ignite and the Future of Advertising

24 Jan 2017 - By TW Staff

Last year Turner launched Ignite, a new way for brands to connect with consumers by using content marketing and social networks. The digital ad space moves fast, so here’s a quick update on what’s been happening since then.

Turner recently promoted Frank Kavilanz to senior vice president of social strategy and solutions for Ignite. In this new role he will oversee Ignite’s ability to deliver content-driven campaigns for brands into social media and beyond. Frank gives an in-depth explanation of how content marketing and distribution is evolving in the digital age in this interview with Beet.TV. 

Previously, Kavilanz led the development of Ignite’s Launchpad, a powerful social distribution tool that combines Turner’s premium branded content with real-time social analytics and promotion. With Launchpad, brands can use social media behavior to determine whether a particular audience will be receptive to their content. For example, if a Team Coco Clueless Gamer segment showed up in your social feed, you can thank Turner Ignite and Launchpad for making that connection.

You can also get a great explainer of how Launchpad works by watching the clip below of a virtual Conan getting roughed up by UFC Featherweight Conor MacGregor to promote the video game UFC 2.

On the horizon is virtual reality, which Ignite has already been experimenting with. Last year, CNN's brand studio, Courageous, created a short film using a 360° camera strapped to a helicopter to retrace the harrowing path of Flight 1549 into the Hudson River to promote Sully from Warner Bros. Pictures. It landed in the news feeds of VR aficionados wth the help of Launchpad technology. Check out the short film here, and don't forget to go full screen—or even better, VR—to get the full 360° experience.

Pairing Launchpad with branded content from Turner’s creative teams resulted in over 80 partnerships and 370 million social views for brands in 2016. It’s one of the ways that Turner has been improving viewer experience, increasing interaction and reducing ad loads on its networks like TNT and TruTV.