-By Anthony Crupi

Turner Broadcasting System on Thursday revealed that Starcom MediaVest Group and Magna have agreed to work with TNT and TBS on the initial rollout of the company’s new TVinContext initiative, which promises to link commercials to similarly-themed programming content.

First introduced by Turner at the top of its May 2008 upfront presentation, the TVinContext approach is designed to increase the relevance of the advertisements that appear on Turner’s networks. At the time, Linda Yaccarino, executive vp and general manager, Turner Entertainment sales and marketing, said that the company’s internal research had shown that ads presented in context were more likely to be recalled by viewers.

“Reach meets relevance...and contextual targeting is the most powerful way to reach consumers,” Yaccarino said by way of introducing the concept to media buyers and clients. She then provided an illustration of how the concept might work, running a clip from the 2004 comedy Anchorman: The Legend of Ron Burgundy, in which Will Ferrell and the rest of the cast engage in a dialogue on the nature of love. The scene immediately gave way to a spot for the online dating service eHarmony.

At launch, TVinContext avails will be limited to SMG and Magna clients, with the first executions appearing this fall. Naturally, Turner is looking to sign on other media agencies as well.

TNT viewers can look forward to the first TVinContext positioning on Oct. 25, when the net runs the 2004 Matt Damon flick The Bourne Supremacy. The SMG operation GM Planworks teamed up with Turner to insert a relevant spot for the automaker’s OnStar service. Specifically, a chase scene that ends in a collision will lead into a spot heralding OnStar’s automatic crash-response service.

“Our advertising partners recognize the value and uniqueness of TVinContext, as this is an ideal way for them to maximize their media budgets,” Yaccarino said. “TVinContext is a one-of-a-kind initiative that has limitless opportunities for us to branch out beyond theatrical films and into other forms of programming.”

“On behalf of marketers demanding increased effectiveness in their advertising efforts, Starcom is always in pursuit of partnerships that provide greater precision and relevance in the delivery of brand messages...and TVinContext rises to the challenge,” said Starcom USA president/chief activation officer Chris Boothe. “We’re appreciative of Turner’s willingness to involve us in the early testing, lessons and turn-key application of the initiative, and look forward to the advantages––in terms of brand recall and viewer engagement––this will yield for our clients.”

Boothe’s endorsement was echoed by Steve Sternberg, Magna’s executive vp of audience analysis. “In today’s media environment, where commercial avoidance is easier than ever, we must continue to strive with our network partners not only to maximize commercial audience retention but also to find innovative ways to maximize consumer engagement with our message,” Sternberg said. “We believe Turner’s TVinContext is a truly leading-edge concept, and we look forward to working and learning together on behalf of our clients.”

Magna is the media negotiating and audience analysis agency for the InterPublic Group family of media agencies, which includes Initiative, Universal McCann, Hill Holiday and Deutsch.