• by Wayne Friedman , January 4, 2016

On the eve of the Consumer Electronics Show, Turner Broadcasting is starting up a new business unit focused on content and data solutions -- adding to its array of new TV advertising efforts,

The division, Turner Ignite, will be run by Dan Riess, EVP of content partnerships and Michael Strober, EVP of client strategy and ad innovation. Turner says it is a combination of two solution-oriented teams that will enhance the ad-viewing experience, while also driving better ad performance. 

Turner Ignite will utilize the new Turner Native Plus tool, which Turner uses to produce longer-form branded content for a client, or use a client’s existing content, such as digital-based long-form content, that does not have a home on television. 

Over the last year, Turner started up new advertising solutions -- Launchpad, TargetingNow, AudienceNow, Turner Data Cloud, ROINow, ProvableROI and Branded Content.

These efforts employ a wide combination of new analytics, as well as other tools, for digital and traditional TV platforms to better help target and optimize media for marketers.

Donna Speciale, president of Turner Advertiser Sales, states: “These capabilities aren’t available anywhere else. We are fully equipped to take the burden off our partners and become a stronger resource for them. We want brands to connect with consumers like never before.”