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FourthWall, partners rack up 200 local TV advertisers in Puerto Rico

Tue, 10/05/2010 - 8:05am
Mike Robuck

EBIF vendor FourthWall Media, Puerto Rican cable operator OneLink Communications and local search company Axesa Servicios de Informacion announced today that they've signed up the 200th advertiser for their Yellow Pages on TV campaign.

Sales for the EBIF interactive television application kicked off in mid-July and are ongoing. All of the Yellow Pages on TV advertisers are running on OneLink Communications' San Juan Metro cable system.

Yellow Pages on TV is available to all of OneLink's digital subscribers through the push of a button on their Scientific Atlanta remotes. The application from FourthWall Media uses an EBIF platform that has been in place for almost two years.  

Late last year, the Comcast Media Center started offering FourthWall's Yellow Pages on TV application through its Hits Advanced Interactive Services platform.

Axesa, majority owned by Caribe Media Inc., an affiliate of Local Insight Media Holdings, publishes directories across all of Puerto Rico. Axesa provided the data feed for the Yellow Pages on TV application and began selling the new banner advertising opportunity this summer to existing customers.  

The application allows viewers to retrieve merchant phone numbers, request information, access vendor microsites and search using keywords. It also has a click-to-call feature. By pushing a button on your remote, the application automatically dials the advertiser number listed, as well as your home phone.  

It also has a bookmark feature that lets users save their favorite merchants for future access.

"Usage of the Yellow Pages on TV application is going up every month at OneLink," said Craig Olive, senior vice president of advertising sales at FourthWall Media. "Consumers and advertisers are embracing this application even though it is new. Within only three months, Yellow Pages on TV advertising is running well ahead of projections. As the Axesa sales force reaches more and more merchants, we expect to see more and more advertisers."

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