Time Warner Cable Launches Enhanced iTV, Creating More Dynamic Experiences for Advertisers and Consumers
Product Will Build on Early Success in Interactive TV Markets
NEW YORK--Time Warner Cable Media, the advertising sales division of Time Warner Cable, today announced the launch of Enhanced iTV, a new offering in the iTV suite that allows cable viewers to interact with targeted advertisements in more ways on their television. Beginning today, Enhanced iTV is available in existing iTV markets nationwide, which include New York City, Charlotte and Cincinnati.
"iTV is a proven advertiser solution that is working for our clients right now," said Joan Hogan Gillman, EVP, Time Warner Cable, Inc. and President, Time Warner Cable Media. "We are thrilled to build on the existing success we're having across multiple markets with Enhanced iTV, which will provide even better experiences for our advertisers and customers."
Advertisers in iTV markets can continue to solicit consumer engagement, drive programming choices and deliver branded video experiences. With Enhanced iTV, they now have the added ability to deliver a targeted message based upon the time of day. Advertisers can also maximize the impact of their message by reaching demographically targeted audiences on a variety of networks. Time Warner Cable Media will continue to enrich its iTV analytics with the Enhanced iTV offering by delivering detailed reporting based upon each advertiser's media schedule.
Many businesses across the country are already experiencing great success leveraging iTV, including Brownlee Jewelers and the Ohio Lottery. Both businesses plan to launch additional iTV campaigns later in 2012.
The Ohio Lottery recently turned to iTV to gather data on consumer knowledge of their lottery games and to raise awareness of three different games, especially among a younger audience. Time Warner Cable Media worked closely with the Lottery in the creation of clear, concise overlay messaging and running a media schedule targeted at younger-skewing networks and high-profile shows.
"Time Warner Cable Media's iTV Respond product creates knowledge and awareness through a medium not traditionally used," said Sandy Lesko Mounts, Ohio Lottery Deputy Director of Marketing.
Brownlee Jewelers, a premier Charlotte-based jeweler, recently launched an iTV campaign offering to buy consumer gold through overlays on their TV advertisements. The strategy drove a 150% increase in in-store gold transactions and significantly bolstered revenue.
"iTV has proven to be an effective way to engage our customers and increase foot traffic in a tough economy," said Harold Russo, President at Brownlee Jewelers. "Time Warner Cable Media has been a great partner, taking the time to understand our business and craft a multi-platform solution that has resulted in increased profits for our business."
iTV, initially launched in 2005, connects businesses with viewers through real time engagement on their television screens, providing a richer, more engaging experience and the opportunity to win prizes and giveaways.
About Time Warner Cable
Time Warner Cable Inc. (NYSE: TWC) is among the largest providers of video, high‐speed data and voice services in the United States, connecting more than 14 million customers to entertainment, information and each other. Time Warner Cable Business Class offers data, video and voice services to businesses of all sizes, cell tower backhaul services to wireless carriers and, through its NaviSite subsidiary, managed and outsourced information technology solutions and cloud services. Time Warner Cable Media, the advertising arm of Time Warner Cable, offers national, regional and local companies innovative advertising solutions. More information about the services of Time Warner Cable is available at www.timewarnercable.com, www.twcbc.com, www.navisite.com, and www.twcmedia.com