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Time Warner Cable spiffs up iTV with new brand, targeting features

Thu, 03/08/2012 - 2:59pm
Mike Robuck

Today, Time Warner Cable Media launched a new brand, Enhanced iTV, and new targeting features for its iTV suite of services.

Enhanced iTV lets advertisers in Time Warner Cable’s iTV markets deliver targeted messages based on the time of day. Time Warner Cable said advertisers could also maximize the impact of their messages by reaching demographically targeted audiences on a variety of networks.

Starting today, Enhanced iTV is available in Time Warner Cable’s existing iTV markets nationwide, which include New York City, Charlotte and Cincinnati.

Time Warner Cable initially launched its iTV suite of services in 2005. Customers that use the services include the Ohio Lottery and Brownlee Jewelry in Charlotte.

The Ohio Lottery recently used iTV to gather data on consumer knowledge of its lottery games and to raise awareness of three different games, especially among a younger audience. Time Warner Cable Media worked with Ohio Lottery to create overlay messaging and run a media schedule targeted at younger-skewing networks and high-profile shows.

Brownlee Jewelers recently launched an iTV campaign offering to buy consumer gold through overlays on their TV advertisements. The strategy drove a 150 percent increase in in-store gold transactions and significantly bolstered revenue, according to Time Warner Cable.

Time Warner Cable Media’s iTV announcement followed on the heels of one by Cablevision earlier this week as the cable operators looked to distance themselves from Canoe Ventures’ decision to pull the plug on its national iTV platform.

Both Time Warner Cable and Cablevision have had success with deploying their own iTV platforms.

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