Cablevision Jumps In Front on Interactive, Targeted Spots [Multichannel News]
Challenged by technology, such as DVR's that threaten the viability of television advertising, ad-based networks are fighting high-tech with high-tech. Cablevision Systems, metropolitan New York's largest cable operator, announced that they are moving ahead with their own development of interactive and telescopic advertising this year. They will blaze a trail to allow advertisers to reach the specific demographic they seek and to allow the viewer to "telescope" in on ads of interest by activating VOD long-form commercials at the touch of a button.
The innovative cable operator will jump start the industry-wide effort to develop interactive advertising that is underway by Project Canoe. Likening it to the Lewis and Clark expedition which preceded the American settlement of the West, Tracey Scheppach, senior vice president and video innovation director at ad agency Starcom USA stated,
When deployed, Cablevision (and later, Canoe) will target specific demographic populations for the purpose of allowing advertisers to zero in on their desired audience. In doing so, one neighborhood might see an ad for a General Motors luxury sedan while another sees one for the company's latest SUV -- both at the same time. Advertisers also will be able to place an icon in the ad, giving viewers the opportunity to click to a long form video of the product and a call to action for additional information to be sent, via email, snail mail or right to the TV.
Project Canoe is being developed by the six largest cable companies, including Cablevision. We, at Insight are aware of their plans and expect to participate in the commerical rollout of the service over the next couple of years.