Cablevision Unveils Interactive Ad Technology
Cablevision Systems has announced the planned launch of Optimum Select, which can turn the 30-second commercial into a gateway for longer engagement with a brand. Cablevision will activate Optimum Select across its entire base of nearly 3 million iO TV digital cable customers in early October.
With the push of the “Select” button on the remote control, viewers will be able to interact with marketing content on their own terms while continuing to watch current programming. Initial forms of interaction will include a request for more information (RFI) about a product or service, including a free sample or coupon, access to longer form content and other benefits.
Optimum Select is built upon advanced technology, yet the consumer experience is simple and straightforward: A Select button overlay at the bottom of the screen will appear during a commercial, inviting the consumer to press Select for more information. Once the consumer presses “Select,” the current program is shifted to the top right corner of the screen to allow continued viewing. Several options may appear, including the ability to “Submit” and receive a free sample of the product, coupon, or additional product information, which will be mailed to the consumer’s home using the address that corresponds with the customer’s account.
Cablevision conducted comprehensive consumer research in the development of Optimum Select. The research showed that consumers want more from their TV experience but are skeptical about interactive TV due to the fact it has been discussed for many years but never truly realized.
The service will launch with Optimum Select RFI, and will roll-out additional features over the next 12 months, as consumers become more familiar with the service, including the ability for consumers to save content and eventually make purchases.