Turner International is for the first time providing advertisers with a single platform to activate global, regional and local campaigns that will help brands to connect with fans across Turner’s digital properties, spanning over 200 countries.
The launch of Turner International Digital Advertising Sales named as T1 will consolidate Turner’s international digital advertising capabilities into a single division, complementing existing local digital and linear advertising sales and CNN International Commercial (CNNIC) operations across Latin America, EMEA and APAC. T1’s focus is on connecting global advertisers based outside the US with audiences across Turner’s entertainment, kids, news and sports digital portfolio including digital properties Bleacher Report, Cartoon Network, Boomerang, CNN, ELEAGUE, TNT, TBS, Great Big Story, Esporte Interativo as well as COPA90, which Turner has a stake in.
T1 will offer brands a suite of creative and data-driven advertising solutions – from strategic partnerships to bespoke campaigns that include branded content, native and product placement, as well as pre-roll and display inventory across the Turner International digital portfolio. The unit is designed to work with major brands on campaigns that can scale multiple regions, be targeted to specific countries, or utilise particular Turner properties to reach a defined audience and clusters across premium mobile, desktop and social environments that are brand-safe.
T1 is borne out of the successful digital strategy devised by CNNIC – the arm of Turner International that monetises all CNN properties outside of the US – to combine data and content solutions to grow partnerships between CNN and international advertisers. Using this blueprint, T1 is created and led by Rani Raad, President of CNNIC.
The unit comprises a specialist team of sales, consultancy and operations experts working closely with Turner International’s leadership, technology, advertising, product and editorial teams to increase monetisation opportunities around digital properties. Overseeing T1 operations is Rob Bradley, Vice President of Digital Commercial Strategy and Digital Advertising Sales for both CNNIC and T1.
Underpinning T1 shall be a unified adtech platform to enable campaigns that reach targeted premium audiences at huge scale. The division also draws on existing Turner solutions such as Launchpad, a social media amplification tool which leverages data across the company’s 750M global social followers to deliver branded content to like-minded groups on social media.
“T1 is the embodiment of the ‘One Turner’ philosophy at the heart of our company as we create new ways to best serve our audiences and commercial partners,” said Rani Raad. “The creation of this division unlocks a vast premium digital portfolio in order to bring new, innovative solutions to the market. Drawing on the multi-platform strategy that has driven growth at CNNIC, we look forward to establishing ground-breaking partnerships with brands who want to be part of the new content frontiers that Turner brands are pushing right across the world.”
Turner International operates versions of core Turner brands, including CNN, TNT, Cartoon Network, Boomerang and TCM Turner Classic Movies.