Turner is leading the way in re-imagining the linear TV and digital video ad experience for both consumers and advertisers, and yesterday marked a big step forward with the announcement of the Turner Ad Lab, a new joint initiative between the company and the advertising industry.

Led by an advisory board made up of representatives from industry trade organizations, research companies, ad tech start-ups and the advertising community, the Turner Ad Lab will create better consumer experiences–on all platforms–while strengthening advertising effectiveness for brands.

"It is clear that we need to rethink the ways that linear TV and digital ads are surfaced to consumers, said Howard Shimmel, chief research officer for Turner. “We know that video advertising is welcomed by consumers and has impact, but we need to consider ways to improve the content and environment. We’ve already taken a leadership approach in this space by greatly reducing commercial loads on TNT and truTV. We want to do much more, and are looking for the best and brightest thinkers in the industry, along with technology companies who have interesting technologies to test, to partner with us in this effort."

The Ad Lab will be based out of Turner Research, but will work closely with the company's ad sales organization, which is headed by president Donna Speciale. "Video advertising needs to evolve into a better experience, one that benefits all key parties – consumers, publishers and advertisers," said Speciale. "Turner Ad Lab will aggressively re-imagine new advertising formats and real estate to create a better viewing experience. Having leading industry partners on board to collaborate with us around this effort is key to its success."

Turner has made bold moves in the advertising space in recent months, including acting as a first mover in the industry to significantly reduce commercial time on both TNT and truTV later this year. The company has also developed branded content spaces like Turner Native Plus and social monetization opportunities like Launchpad that better enable marketers to reach the right audience, with the right content.