NEWS

CW Network announces series of long format commercials: Content Wraps could be the opportunity that marketers have been looking for

American broadcasters have to be innovative not to lose more market share. At the Global Marketer Summit, John Partilla, President Time Warner Global Marketing, will give insight into Time Warner’s strategies. More likely than not he will also explain “Content Wraps”. These will be introduced by CW Network, which will start airing in the fall of this year. “Content Wraps” are hybrid commercials that use story lines to promote products in two-minute segments dotted throughout an evening of programming. According to CNNmoney.com one media buyer said that “the concept was interesting and that if done effectively could keep viewers from using digital video recorders (DVRs) to fast forward through ads.” And the Los Angeles Times quoted Kelogg’s Andrew Jung as saying that “as long as it is done appropriately, it's a very, very smart idea. It's a great way to hold on to an audience." Looks like content wraps are the type of opportunity that marketers have been looking for.

 

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