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Article: Tipping point? ITV hits Big Apple; Now the media may care: Time Warner Cable adds interactive TV in NYC.
- Article from:
- Advertising Age
- Article date:
- April 17, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: ABBEY KLAASSEN
Time warner cable is about to begin interactive advertising in New York, a move that should ensure it gets more attention from the city's navel-gazing media community.
Once eagerly awaited because of its promise of greater return on investment, keen targeting and ability to produce sales at a touch of the remote, interactive advertising has over the better part of a decade become almost a dirty word because of numerous fits and starts. It has cropped up in several smaller U.S. markets-Time Warner introduced it in its Hawaii and upstate New York systems, for example, and Cox has rolled it out in Phoenix. But bringing it to the media ...