Turner launches digital advertising platform T1

Turner International has unveiled Turner International Digital Advertising Sales - T1, a platform for advertisers to connect global campaigns and fans across Turner's digital properties. These include Bleacher Report, Cartoon Network, Boomerang and CNN.

Created and led by Rani Raad, president of CNNIC, T1 aims to consolidate the brand's international digital advertising capabilities into a single division. This is all while complementing existing local digital and linear advertising sales and CNN International Commercial (CNNIC) operations across Asia Pacific, Latin America and EMEA. The new platform also allows advertisers to create bespoke campaigns comprising branded content, native and product placement, the forging of far-reaching strategic partnerships, as well as pre-roll and display inventory across the brand's digital portfolio.

T1 is borne out of the digital strategy devised by CNNIC, the arm of Turner International that monetises all CNN properties outside of the US. It looks to combine data and content solutions to grow partnerships between CNN and international advertisers. In addition, T1 will consist of a specialist team of sales, consultancy and operations experts working closely with Turner International’s leadership, technology, advertising, product and editorial teams to increase monetisation opportunities around digital properties.

Overseeing T1 operations is Rob Bradley, vice president of digital commercial strategy and digital advertising sales for both CNNIC and T1. In a press statement, Rani Raad said that T1 is the embodiment of the "One Turner" philosophy as the company aims to create new ways to best serve its audiences and commercial partners.

“The creation of this division unlocks a vast premium digital portfolio in order to bring new, innovative solutions to the market. Drawing on the multi-platform strategy that has driven growth at CNNIC, we look forward to establishing ground-breaking partnerships with brands who want to be part of the new content frontiers that Turner brands are pushing right across the world,” he added.