Cablevision launches interactive ads

Cablevision Systems is rolling out a service to enable subscribers to interact with commercials via their remote controls. The company is hoping to boost advertising revenue with the premium-priced interactive service that marketers can use to reach cable viewers, who click the ‘select’ button to receive product samples and brochure information.

The first advertiser to use the new Optimum Select service will be paint brand Benjamin Moore, which will send a coupon for a free two-ounce colour sample if the cable subscriber requests it.

U.S. cable companies have been trying similar requests-for-information services but Cablevision is expanding and updating the service with an ad overlay screen that pops up during a commercial and asks if the viewer wants more information about the product. It does this without leaving the live TV show that the subscriber might be watching.

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