Time Warner Cable Media is now letting advertisers target interactive TV ads to viewers in various local markets based on time of day -- the industry's latest signal of support for ITV after the collapse of Canoe Ventures' ambitions in this area.
The cable operator's ad division is launching Enhanced iTV, available in TWC's existing interactive TV markets nationwide, which include New York City, Charlotte, N.C., and Cincinnati.
Time Warner Cable first launched iTV ad products in 2005, and its interactive TV footprint now encompasses more than 7.5 million households with more than 10 million set-tops.
Time Warner Cable said businesses that have used iTV include the Ohio Lottery and Charlotte-based Brownlee Jewelers, both of which plan to launch additional interactive TV campaigns later in 2012.
"ITV is a proven advertiser solution that is working for our clients right now," Time Warner Cable Media president Joan Hogan Gillman said. "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."
Last month, Canoe -- the advanced advertising firm owned by the six biggest U.S. cable operators -- announced it was discontinuing its national interactive TV operations, citing lack of traction in the marketplace. With the shift to focus exclusively on VOD advertising, Canoe is laying off 120 employees, including CEO Kathy Timko.
In the wake of the news, individual cable operators have stepped forward to tout ITV as a powerful tool for enhancing local advertising. Cablevision Systems, for one, last week boasted that it has delivered almost 4 billion interactive TV impressions to date in its New York metro area footprint.
Time Warner Cable said Brownlee Jewelers' recent iTV campaign drove a 150% increase in in-store gold transactions and increased sales. "ITV has proven to be an effective way to engage our customers and increase foot traffic in a tough economy," Brownlee Jewelers president Harold Russo said in a statement supplied by the MSO.