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Not all the networks were skimping on their presentations to advertisers this week. David Levy, president of Turner Broadcasting Sales and T…

Not all the networks were skimping on their presentations to advertisers this week. David Levy, president of Turner Broadcasting Sales and Turner Sports, kicked off the Time Warner (NYSE: TWX) net’s upfront presentation by bragging about how much Turner was paying to rent out the Hammerstein Ballroom by referencing former New York Governor Eliot Spitzer. “This place costs $4,500 an hour – which according to a former governor, is not a bad price.” (I’m not actually at the event, but viewing the webcast.)

Fast and furious: Linda Yaccarino is EVP/GM, Turner Entertainment Sales and Marketing, then took the stage to discuss the company’s TVinContext intiative. She implied that this kind of ad effort can close the targeting gap with online. “Changes are coming fast and furious. And while there are challenges, there are also opportunities. We continue to develop new ways to get audiences to hear, see and remember your brand messages. After working on it for over a year, reach now meets relevance. Contextual targeting is the most powerful way to reach consumers. For example, a wedding scene in a show or in a movie can be followed by an ad for a wedding ring.” Yaccarino then illustrated the point with a clip from Will Ferrell’s Anchorman featuring the characters talking about the definition of love — cut to an ad for online matchmaker eHarmony. Initially, TVinContext will be available to a small number of clients, with the first spots appearing in the fall.

  1. And why would anyone think that viewers were watching Anchorman because they were interested in online dating? Just because there's a vague reference to love in the movie doesn't mean it automatically matches EHarmony's target customer. It's not the same as someone advertising Eharmony next to a specific dating article on a general news site. The users actively picked the dating article because of their interest and may be interested therefore in a dating ad. Obviously, not the same thing as passively witnessing a snippet about love within a longer movie that is not a romance. Kind of misses the whole point of targeting.

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