​Weeks ahead of its upfront presentations, Turner has decided to emphasize the “real-time” in real-time marketing in a new social media-inspired plan.

In an attempt to enhance real-time marketing on air and throughout Turner’s digital properties, the broadcaster is setting up a “war room” full of writers, producers, marketers and PR reps to make a quicker turnaround time for more relevant marketing messaging. In its upfront presentations this year, Turner plans to present its “Real Time Now” strategy to marketers and agencies in the hopes of partnering with brands to get these real-time ads on air.

“In social, brands’ messages can get lost,” Frank Sgrizzi, EVP of ad sales and marketing at Turner Entertainment, told Ad Age. “We are using TV as the megaphone to work in conjunction with social media to get real-time messaging out to the biggest audience.” He added that there is already a large team at Turner ready to take on the role.

With “Real Time Now,” Turner expects to be able to shape these marketing messages so they remain cohesive with each network’s brand, while also trying to get across to its audiences that places like TBS and TNT are relevant to what’s going on in the world today. Any spots or ads that result from these partnerships will also appear on Turner’s Web channels like Funny or Die as well as n social media sites, with a 24- 48-hour turnaround time.

Turner will hold its upfronts during broadcast week in May.

Read more at Ad Age.

Brief Take: The goal is to rely less on TV’s schedule and more on the immediate world of social media, which picks up on trends more quickly and is more capable of reacting to national events. This also helps Turner work with advertisers who want to get their messages out right now, even as viewers are time-shifting much of what they watch.

[Image courtesy of TBS]

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