At CES this week Turner will be pitching a new advertising plan, Deadline reports. It will detail efforts to replace conventional commercials on its cable nets with longer form ones lasting several minutes. Turner Ignite is the name of the new unit and it’s run by Dan Riess, head of content partnerships, and Michael Strober, head of client strategy and ad innovation. The goal is to keep ad dollars from shifting to TV, the article reports. Part of the unit will include native advertising, which will attempt to blur the lines between ads and content.
Turner Broadcasting plans to use this week’s CES consumer electronics confab in Las Vegas to promote its efforts to replace conventional commercials on its cable channels with ad-supported content lasting several minutes. Turner Ad Sales will introduce clients to Turner Ignite, a new unit to be run by Content Partnerships head Dan Riess and Client Strategy & Ad Innovation head Michael Strober.