Dive Brief:
- Time Warner’s Turner is now using Watson technology from IBM and Neustar’s MarketShare predictive analytics in its Turner Insight ad intelligence platform.
- The technology gives Turner Insight the ability to offer marketers automated recommendations on optimizing TV campaigns.
- James Russo has been appointed to the new role of senior vice president, client strategy and development, with the role of making recommendations to advertisers based on Turner Insight data.
Dive Insight:
About Turner Insight, Adam Steinberg, vice president, IBM Cognitive Business Solutions, said in a statement, “This solution addresses one of the timeless objectives of marketing leaders—infusing new levels of data and science into advertising decisions. Armed with deep, fact-based recommendations, Turner will hone the precision of every advertising recommendation, and in turn, lift the impact of the customers who place advertising on Turner’s award-winning programming.”
The new solution is expected to grab actionable insights about advertisers and trends from news, analysts’ reports and social media; analyze advertisers’ historical spending; and learn from user feedback.
“Turner is at the forefront of the analytics-driven revolution within media companies,” Wes Nichols, co-founder of MarketShare and now, Senior Vice President, Chief Strategy Officer at Neustar, said in the same statement. “Turner is working hand-in-hand with advertisers to provide radical transparency, and to lead a shift a way from proxy metrics like ‘eyeballs’ in favor of hard insights on how media buys determine business outcomes. MarketShare is proud to deliver the analytics and software technology that makes these trailblazing efforts possible.”
