Navic Networks will provide its “Addressable Advertising” service to Cox Communications Inc. under terms of an agreement announced Tuesday.
Addressable Advertising, which Cox will brand “interACTIVE,” lets digital-cable viewers interact with select commercials and programs using their remote controls. Through interACTIVE, Cox's digital subscribers can take actions including voting on community issues, requesting more information, taking advantage of special offers and telescoping to long-form content.
“Our interACTIVE offering has made a strong business case for advertisers to move their dollars to digital-cable advertising from other media," Cox Media director of new-media advertising David Porter said in a prepared statement. “Navic's technology provides the addressability and accountability that enables us to provide our clients with targeted reach and measurable results, which is something the competition just can't provide.”