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.