September 16, 2009
Cablevision To Offer New Yorkers Interactive Banner Ads
New interactive banner ads allowing viewers to order samples and brochures and even purchase products by clicking the remote on their TV sets will soon become a new staple for Cablevision Systems subscribers in the New York area, The Associated Press reported.
Select TV commercials will run the banner ads at the bottom of the screen, in collaboration with at least half a dozen consumer brand advertisers. The screen will shrink to a quarter of its size and the rest will feature product information once the viewers click on the ad.
However, viewers can only order product samples, brochures and coupons through the ads once they start running in early October. But by the end of 2009, viewers will be able to save video ads, such as movie trailers, to watch later.
By next year, living room shoppers will be able to purchase products through their remotes.
Cablevision said at least 25 cable networks would be running the ads. The same advertiser will run both the TV commercial and the accompanying banner ad.
Gemma Toner, senior vice president of marketing and business development, said they believe TV can give consumers more and that this was a fun new way to extend the television experience.
"This is done in a way that is not intrusive. The consumer is in control," she added.
Benjamin Moore & Co. will be one of the first advertisers to participate and will give out free paint samples.
Cablevision declined to identify the other advertisers, but said they will give a formal announcement Wednesday.
The Bethpage, N.Y.-based cable operator rolled out addressable ads earlier this year to 500,000 New York area households tailored to their perceived interests based on demographic data. For years the company had video-on-demand channels dedicated to its advertisers.
Comcast Corp. and Time Warner Cable Inc. are also testing or rolling out addressable, targeted and interactive ads, but they're not yet as advanced as the Cablevision efforts.
Some 3.1 million people in the New York metro area are Cablevision subscribers.
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