Interactive Ads: 4 Billion Impressions Served

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Although Canoe
Ventures exited the interactive-TV advertising
game last month, the
platform is alive and well
at Cablevision Systems
Corp., which said it has
thus far delivered nearly
4 billion impressions in the
nation’s largest DMA.

The New York metro area’s
predominant distributor
has conducted more
than 900 ITV ad campaigns
for 600 clients,
including national advertisers
Mattel, Ford, Disney,
Unilever and the U.S.
Navy, as well as local and
regional sponsors, including
marketers in the health care and educational
institutions categories, according
to Cablevision executives.

Cablevision maintains that as advertisers
continue to seek more accountability,
the MSO’s suite of highly differentiated advanced-
advertising products delivers enhanced
relevance, consumer engagement
and rich metrics.

“Even with Canoe’s shift in direction, advert
isers should know
that the cable providers,
like Cablevision, continue
to offer and enhance
their advanced advertising products,” David
Kline, president and
chief operating officer of
Cablevision Media Sales,
said in a statement. “Interactive
television advert
ising has changed
the way advertisers engage
with consumers,
and Cablevision delivers
a robust set of advanced
capabilities to local and
national advertisers. The
participation and response
from advertisers
has been tremendous.”

The ITV advertising update
by Cablevision echoes recent remarks
made by Comcast Cable senior vice president
and general manager of video services
Marcien Jenckes. Speaking at the Advanced
Advertising event, “Setting the 2012 Agenda,”
sponsored by B&C and Multichannel
in New York last month, Jenckes said
the cable industry, in general, and the nation’s
largest distributor, in particular, remain
committed to ITV advertising.

Jenckes, who complimented Cablevision
for its “good work” with the platform, pointed
out that Comcast Spotlight, the MSO’s ad
sales arm, has engaged in upward of 1,700
ITV campaigns that have delivered 4.5 billion
impressions to date.

Cablevision, Comcast and other distributors’
initiatives in the field drew the praise
of top executives in the media buying community.

“There is continuing pressure from the
industry for advanced advertising,” Irwin
Gotlieb, chairman of GroupM, said. “The
need for household addressable advertising
plus interactive services and metrics
on TV will only continue to rise. The efforts
to date, by Cablevision and other television
distributors, to develop and prove these
capabilities is vital and laudable and will
positively impact the underlying economics
of television.”

Craig Woerz, managing partner of Media
Storm, noted: “Interactive television is
very much alive and the momentum only
continues to increase. We have significant
experience with advanced TV ad platforms
for a wide range of clients nationwide, providing
critical insight and consumer engagement.
Cablevision has allowed us to
paddle into areas that our clients have
seen direct benefit from in return on investment.”