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Cablevision to Launch Clickable TV Ads

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Cablevision (s CVC) 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.

11 Responses to “Cablevision to Launch Clickable TV Ads”

  1. Chris Harris

    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.

  2. 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?

  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.

    Kind regards,

    Shakir Razak

    I like the wine colour, but maybe not permanently!