In the brave new world of television advertising, companies are working more closely than ever with cable networks to create targeted promotions. Take Ask.com, which next week will launch a screen-crawl campaign on networks including the Turner troika of TNT, TBS and truTV. The crawls, which will debut during the “Law & Order,” “Everybody Loves Raymond/King of Queens” blocks and during other programming, will pose questions related to the show and direct viewers to Ask’s Web site for the answer. Katherine Johnson, svp of Turner entertainment promotions and marketing, tells Cathy Applefeld Olson about the campaign’s added benefits and answers the most burning question of all: Will it turn off viewers?

Would you say advertisers are approaching you with more creative ideas these days than in the past?

KJ: Absolutely. There is no doubt as our business changes—and particularly now with the new metrics in place—it’s become even more critical for clients to think about new ways of getting their message across. They are coming up with different ideas, and sharing with us earlier their own objectives and asking us to help further those objectives.

[To read the rest of this interview, please log in to the CableFAX Daily Website].

The Daily

Subscribe
Wednesday–December 11

Levin Reads Tea Leaves on Starlink’s Place in BEAD

New Street Research analyst and Brookings nonresident senior fellow Blair Levin has been peppered with all sorts of questions about Donald Trump’s second term as president.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Apr 16
Cablefax 100 Awards Nominations Open November 13th, 2024.
Full Calendar

Jobs

Seeking an INDUSTRY JOB or hiring for one?
VIEW JOBS

In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors. The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Carley Ashley, [email protected], for more information about posting a job on the website and our Jobs newsletter, sent twice weekly to 85,000 media professionals.