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.
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