Time Warner Cable Launches 'Enhanced' iTV

TV-AIn the wake of the cable industry's new advertising effort Canoe Ventures scaling back, more companies continue to talk up their future interactive TV services for advertisers.

Time Warner Cable said it has launched Enhanced iTV, which offers its advertisers in specific iTV markets the added capability to deliver a targeted message based upon the time of day. In this time frame, advertisers can reach demographically targeted audiences on a variety of networks.

Beginning today, Enhanced iTV is available in existing iTV markets nationwide, which include New York City, Charlotte and Cincinnati.

Looking at some of its local TV successes, Time Warner Cable worked with the Ohio Lottery through an iTV effort to obtain data on consumer knowledge of their lottery games. It built awareness of three different games and gained young consumers.

As with many interactive TV efforts, Time Warner Cable Media used translucent overlay messaging of TV commercials. For the Ohio Lottery, it ran a media schedule targeted at younger-skewing networks and high-profile shows.

In another deal, Charlotte-based jeweler Brownlee Jewelers started up an iTV campaign offering to buy consumer gold through overlays of its TV advertisements. Time Warner says this resulted in a 150% increase in in-store gold transactions and significantly bolstered revenue.

Time Warner's iTV efforts, initially launched in 2005, connect businesses with viewers through real-time engagement on their television screens.

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