Tipping point? ITV hits Big Apple; Now the media may care: Time Warner Cable adds interactive TV in NYC.

Advertising Age, April, 2006 by Klaassen, Abbey

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 capital of the country could be the key to lifting its awareness among media buyers and agency...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.