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Interactive TV Advertising

Cablevision to Try Internet Ad Techniques in October

— September 19, 2009 — Marketing
Cablevision is taking a giant leap into the Interactive Television Advertising market this October. Over 30 million digital-television customers will be targeted for the campaign, which utilizes Internet ad techniques to secure the attention of consumers.

Walt Disney Co., Mattel Inc. and the U.S. Navy are among the current corporate subscribers for specific Cablevision interactive channels. This fall, Cablevision is expecting several major advertisers to participate in the campaign for an undisclosed premium rate.

Media Giants Comcast and Time Warner have previously rolled out their own versions of performance based Interactive TV ads in an effort to repair an ailing AdRev market.
Trend Themes
1. Interactive Television Advertising - Trend towards using internet ad techniques and performance-based ads in interactive television advertising presents opportunities for disruptive innovation in advertising and media industries.
2. Targeted Advertising - Shift towards targeted advertising in interactive television can create new opportunities for data analytics companies to develop and provide more precise customer insights to advertisers.
3. Integrated Advertising Strategies - Integration of television and internet advertising techniques for interactive television can lead to innovative strategies for advertisers and a new revenue stream opportunity for media companies.
Industry Implications
1. Advertising - Performance-based interactive television advertising can disrupt the traditional advertising industry by providing a return on investment model that requires only payment for tangible results.
2. Media - Interactive television advertising presents an opportunity for media companies to diversify their revenue streams with the integration of internet advertising techniques, and by offering a targeted advertising model.
3. Data Analytics - Rise of targeted advertising in interactive television presents an opportunity for data analytics companies to create and provide more precise customer insights to advertisers for effective targeting.
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