A year after Turner launched Turner Ignite, its data solutions and insights group, the media conglomerate is taking its offerings one step further and rolling out Turner Ignite Sports, an in-house sports marketing agency for its corporate partners. The announcement came this week at CES in Las Vegas.
Turner Ignite Sports will concentrate on four key areas: data solutions (TargetingNow, AudienceNow and Launchpad); intellectual property (NCAA March Madness, ELEAGUE and Bleacher Report); experiential marketing (CES Sports Business Innovation, Bleacher Ball and TNT Road Show); and creative services.
As Will Funk, Executive Vice President of Sales and Property Sponsorships at Turner Sports, pointed out in his announcement blog post, Turner Ignite Sports will collaborate with corporate partners and blue-chip brands around distribution and content optimization across a number of screens, including social, digital and linear television, with the help of the Turner Data Cloud.
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Turner and Funk believe that without the extra layers of outside agencies and the traditional ecosystem to wade through, the new business model will be a more efficient and effective way for marketers to spend their advertising dollars.
“We will change the paradigm for sports and lifestyle marketers,” Funk wrote in a blog post. “These services will be blended with our owned and operated media scale to provide a better more streamlined way for advertisers to connect with consumers.”