Television

Turner Broadcasting partners MarketShare for new predictive analytics planning tool

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MUMBAI: Turner Broadcasting has partnered with MarketShare, the global leader in marketing analytics software for enterprise, to install new planning and attribution software to better help marketers understand the business impact in partnering with Turner.

Turner Incite, powered by MarketShare will be available across multiple categories and available to select partners in the 2015/16 Upfront, expanding the company’s suite of ad products.

 Turner Incite is a planning and forecasting tool that projects the sales lift that brands can achieve through advertising across Turner’s linear and digital entertainment, news, kids and sports properties, and better enable brands to maximize their advertising returns. Leveraging MarketShare DecisionCloud, MarketShare’s state-of-the-art analytics and attribution software, Turner Incite will provide transparency on how potentially adjusting the investment across the Turner portfolio can impact the advertiser’s most important KPIs (Key Performance Indicators). Going beyond the typical industry metrics of viewership and engagement – which measure viewer interaction with ads, but not advertising impact on sales – Turner Incite provides guidance based on precisely calculated projections of business outcomes.

 Turner Incite is the latest in a series of advanced analytic tools that Turner Broadcasting has produced to maximise a brand’s messaging impact. During the 2014/15 Upfront, the company partnered with four agencies and eight advertisers, including blue chip advertisers like Taco Bell and T-Mobile, as part of the Targeting Now beta product, and has aligned with several brands through ROI Now, a product that directly demonstrates sales lifts for multi-screen campaigns through sales ROI and online exploration ROI data. Those data agnostic products will now be available across the Turner portfolio of news, entertainment, sports and kids properties.

 “We want to better help our partners achieve their optimal business results while utilizing our powerful portfolio of brands and screens. In partnering with MarketShare, Turner Incite will allow greater transparency for advertisers as it joins our larger suite of ad products featuring the most advanced data and analytics tools,” said Turner Broadcasting ad sales president Donna Speciale.

“Turner has long led the way in approaching media as a data-driven investment with clear business returns. Our DecisionCloud Platform, which will power Turner Incite takes that approach to its next stage, providing unprecedented transparency into the investment opportunities Turner Broadcasting has to offer. We’re thrilled to work with Turner to bring that level of precise, actionable intelligence to MarketShare’s existing clients and to the entire marketing community,” said MarketShare co-founder and CEO Wes Nichols.

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