Interactive TV ads are clicking with viewers
Looking for ticket buyers, the Los Angeles Sparks women's pro basketball team recently tried a new ad play: A TV commercial during which viewers could press a button on their remote to get a team brochure.
Hundreds responded. "Whoever was on our billing information as head of household got the information," says Jim Heneghan, ad sales chief for cable company Charter Communications, which created the "interactive" TV ad and sold the time to the Sparks.
Cable operators such as Charter, as well as their satellite TV rivals, all are experimenting with such ads. Their goal: battle Internet media for ad dollars by merging a TV commercial's impact with former Web-only selling points such as interactive content, ad targeting based on consumers' personal data and precise effectiveness measurement based on how many people click on an ad for more information.