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Summary:

Cablevision announced today that it will begin rolling out interactive TV ads, allowing viewers to use their remotes to “click” on a commercial in order to get more information. Interactive ads in Cablevision’s Optimum Select program will have a small banner that says “Click SEL for […]

Cablevision announced today that it will begin rolling out interactive TV ads, allowing viewers to use their remotes to “click” on a commercial in order to get more information.

Interactive ads in Cablevision’s Optimum Select program will have a small banner that says “Click SEL for More” rising up from the bottom of the screen. When a consumer clicks on the “Select” button on their remote, the programming shrinks to one-quarter size and moves up to the right-hand corner. Taking its place is a marketing message from the advertiser with the option for the user to click again to receive product information or samples. Since Cablevision knows the TV viewer’s address, it can subsequently fulfill any product requests as well.

The TV industry has been throwing everything but the kitchen sink at the problem of the diminishing power of the 30-second TV ad, a problem that was fueled in no small part by the cable companies that brought cheap, ad-zapping DVRs into the home (Forrester projects that 31 percent of U.S. homes will have DVRs by the end of this year). Networks have tried everything from “remote-free TV” to microseries, and new TV Everywhere plans coming to the web from networks and MSOs will prevent ad skipping altogether.

The cable companies even formed their own consortium, Canoe Ventures, to create interactive and targeted ads, though Canoe has had to scale back its initial plans.

Cabelvision’s introductory Optimum Select campaign will roll out next month to all of its 2.9 million digital cable subscribers, with between six and 10 national advertisers participating.

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  1. Guys, you new experimental dirty wine colored background doesn’t work…clashes with orange yeeeeuch

    1. @david – It’s just for a week, as part of a sponsorship by Rovi. I actually kind of like the combo.

      1. clever + subliminal..I can live with it

  2. What to read on the GigaOM network Wednesday, September 16, 2009

    [...] as smart grid glue for startups (Earth2Tech) Google Developer Days registration now open (OStatic) Cablevision to launch clickable TV ads (NewTeeVee) Browser updates: A faster version of Chrome, and more (WebWorkerDaily) VIA targets [...]

  3. Hi,

    It’s had mixed results in other parts of the world, often down to broadcasters not willing to invest and develop successful methodologies, and charging too much, for interactive advertising.

    However, if done right, with the right value-proposition and accessibility for the viewer, as well as advertiser, it does work,

    Baring in mind it’s like a more advanced, actually working, version of all the web-video advertising experiments, and in it’s earlier life interactive advertising had to be sold to advertisers often as an abstract concept, while using clunky technology, as well as over-charging and over-promising so early on.

    http://thinkbox.tv/server/show/nav.738
    http://www.skymedia.co.uk/Advertising/TV/introduction.aspx
    http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=935430&highlight=

    Kind regards,

    Shakir Razak

    P.s.
    I like the wine colour, but maybe not permanently!

  4. SearchCap: The Day In Search, September 16, 2009 Wednesday, September 16, 2009

    [...] Cablevision to Launch Clickable TV Ads, newteevee.com [...]

  5. Techknology's Blog » Cablevision to Serve Interactive TV Advertisements Wednesday, September 16, 2009

    [...] soon be rolling out a new service, called Optimum Select, for delivering interactive TV ads. It plans to begin serving interactive ads in early October, the company announced [...]

  6. Publicité interactive à la télévision | Video Monte Ceneri Wednesday, September 16, 2009

    [...] The Publicité interactive à la télévision by Luca Palli, unless otherwise expressly stated, is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License. Adverts, Français No Comments [...]

  7. Clicking On Cable Ads; MediaMath Announces Platform Upgrades; ContextWeb In Comscore Thursday, September 17, 2009

    [...] Newteevee's Chris Albrecht reports that Cablevision will be the first to have TV ads that have a "click here to learn more" button that TV viewers can "click" with their channel changer/clicker/sword. I've noticed this functionality on Time Warner's service in New York City with local news channel, NY1, which does polling with viewers during its broadcast. The only problem is finding the little "SEL" button which does the clicking. Regardless, TV takes another step towards an interactive, set-top future. Read more on Newteevee. [...]

  8. This is nothing new – does anyone recall the Wink TV? Same idea as this that failed, granted this has more powerful features available but is that enough to make it compelling for the viewer to want to use it?

  9. Since Cable TV and our Internet Connection are pretty much becoming the same thing now days. You should be able to click the ad and print on your printer the coupons or be directed to the ads website on your TV.

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