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Knology adopts interactive ad technology

Tue, 12/08/2009 - 7:30am
Brian Santo

Knology is going to introduce a simple interactive advertising scheme, deploying Backchannelmedia’s Clickable TV.

Clickable TV includes a small, client-based program that an operator can push to a customer’s set-top at the customer’s request. Viewers who choose to use Clickable TV will see small icons at the bottom of their TV screen during what the company calls "Clickable Moments" – opportunities to select content that can be sent to their e-mail accounts or to a secure Web portal for review later. Viewers can use their current remote controls.

The capability can be used for ads and other content. With ads, viewers’ responses – requests for information – can be forwarded directly to advertisers to fulfill.

The new advertising inventory of Clickable Moments allows Knology (and TV stations carried by Knology) to sell Clickable Moments to advertisers on a "per-click" basis, in addition to impression-based TV commercials. A new clickable content inventory links television content of interest to the Web, providing a useful and convenient service for TV viewers.

Backchannelmedia has several broadcaster clients for Clickable TV; Knology is the company’s first cable customer.

Knology will provide Clickable TV free of charge to its digital subscribers.

More Broadband Direct 12/08/09:
•  Home networking to get easier. And harder.
•  Cox bows wireless data, phone services in 3 markets
•  Knology adopts interactive ad technology
•  SeaChange, CMC, Sunflower kick tires on VOD ad insertion trial
•  Report: Global telecom would prosper with set-top standard
•  Zucker: NBCU investing more in broadcast programming
•  Google search results to include 'real-time' data
•  Survey: Few CEOs plan to hire in next 6 mos.
•  Broadband Briefs for 12/08/09

 

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