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Time Warner Finally Launches Interactive TV

Time Warner Cable has just launched the first round of interactive advertisements in New York, the nation’s No. 1 TV market.

Called a telescoping ad, a traditional 30-second spot will feature a graphic overlay taking those who opt in to a portal with more information on the featured product, reports AdAge (via MarketingVox). General Electric Co. and General Motors are among the first to invest in the new ad platform, according to Time Warner. The advertisers can also use the ads as direct-response vehicles by asking viewers to vote, request a brochure or call a phone number.

The new technology will allow brands to geotarget by zone in the New York metropolitan area. But, ultimately, advertisers will be able to target by household. Other advertisers who plan to test the technology include Chase and American Express.

“Our affluent card members are the early adaptors of this type of new technology, so when they hit that button for more information linked to our advertising spots, they will see interesting and new content,” said Bonnie Taffer, VP of alliances and content at American Express. “As well as relevant offers, all aimed to entertain while showcasing our card member benefits.”

Time Warner experimented with interactive TV during the run-up to the Democratic mayoral primary in September. Viewers of Time Warner Cable’s NY1 News network were able to participate in a “snap poll” by using specially marked keys on their digital remotes, and were tracked and reported on within minutes.