Context Rules New TV Audience Targeting Systems

Context was king during a meeting of the Collaborative Alliance, where companies presented new approaches to audience targeting.  The most controversial approach came from Turner Broadcasting, whose top researchers gave an update of their "TV in Context" initiative.

The initiative embeds or juxtaposes TV advertising messages into, or adjacent to television content that Turner's researchers say creates "unconscious" behavioral effects, motivating consumers to recall and even purchase brands at higher levels than advertising they are cognitively aware of.