Cable Technology Feature Article
Time Warner Embraces iTV Advertising
By Mandira Srivastava, TMCnet Contributor
To enable consumers interact with, view, or click targeted ads and meet the targeting criteria set by advertisers, Time Warner (News - Alert) Cable Media, the advertising sales division of Time Warner Cable, today announced the launch of Enhanced iTV. This iTV suite offers cable viewers to interact with targeted advertisements in more ways on their television.
According to a press release, Enhanced iTV is available in existing iTV markets nationwide, which include New York City, Charlotte and Cincinnati.
“iTV is a proven advertiser solution that is working for our clients right now,” said Joan Hogan Gillman, EVP of Time Warner Cable, Inc. and president of Time Warner Cable Media. “We are thrilled to build on the existing success we’re having across multiple markets with Enhanced iTV, which will provide even better experiences for our advertisers and customers.”
Enhanced iTV, can also maximize the impact of their message by reaching demographically targeted audiences on a variety of networks. Many businesses are taking the benefit of the iTV, including the Ohio Lottery and Brownlee Jewelers.
“Time Warner Cable Media‘s iTV Respond product creates knowledge and awareness through a medium not traditionally used,” said Sandy Lesko Mounts, Ohio Lottery deputy director of Marketing.
Advertisers in iTV markets can create their campaign and can decide where they should run their ads. They can continue to solicit consumer engagement, drive programming choices and deliver branded video experiences.
“iTV has proven to be an effective way to engage our customers and increase foot traffic in a tough economy,” said Harold Russo, president of Brownlee Jewelers. “Time Warner Cable Media has been a great partner, taking the time to understand our business and craft a multi-platform solution that has resulted in increased profits for our business.”
Time Warner Cable Media will work to enrich its iTV analytics with the Enhanced iTV by delivering detailed reporting based upon each advertiser’s media schedule.
In other news, NAGRA-OpenTV (News - Alert), a global provider of content protection and multiscreen television solutions, recently announced that they have extended their advanced advertising partnership with Time Warner Cable Media, the advertising sales division of Time Warner Cable.
This renewed partnership presents two significant milestones: the selection by Time Warner Cable Media of NAGRA's latest generation campaign management product, EclipsePlus/xG Billing, and the renewal of a deal between both companies for NAGRA-OpenTV's advanced advertising products.
Edited by Jennifer Russell