Media Storm, the agency with a slew of entertainment clients, said it is looking to extend the effectiveness of network promos by taking advantage of a new Comcast function. During a tune-in spot, the opportunity allows viewers to tee it up, so a reminder appears when the promoted show is about to start.
The agency is using what is known as Remind Record for Food Network, WE tv and truTV spots.
The interactive TV function places an overlay on a promo. Then, with clicks of the remote, a viewer can lock in the on-screen reminder to pop up -- perhaps days later -- just before a show airs. A viewer could also set up a DVR recording.
Comcast Spotlight, the sales arm for the cable operator, is selling the ad opportunities, which can run in some 13 million homes. In 2009, Media Storm set up a division dedicated to iTV applications known as Bolt.
Media Storm is experimenting with series that include "Chopped" (Food Network), "Braxton Family Values" (WE tv) and "Hardcore Pawn" (truTV).
Media Storm co-managing partner Craig Woerz stated: "The thumb is in control, and our clients are now there to embrace technology that will allow it to do less work and watch more of our promoted programming."