Unilever has been enhancing our television ad spend with interactivity whenever possible, and it's a proven element in our overall marketing mix
Bethpage, NY (PRWEB) October 20, 2009
Cablevision Systems Corp. (NYSE: CVC) announced the successful launch this month of Optimum Select, a new interactive television advertising product that transforms the thirty-second commercial into a gateway for longer engagement with a brand, and allows digital cable customers to take action through their TV remote control. The initial slate of advertising partners that are providing samples, coupons and gift cards to consumers through Optimum Select, include Unilever, Gillette, retailer Century 21 and Benjamin Moore.
"We're extremely pleased by the initial response from leading national brands to Optimum Select," said David Kline, president of Rainbow Advertising Sales Corporation, Cablevision and Rainbow Media's advertising sales unit. "Advertisers recognize the extended brand experience enabled by Optimum Select, where direct marketing meets TV and transforms the traditional ad model to offer qualified lead generation, brand engagement, enhanced measurement, insight and learning."
Each advertiser will be featured exclusively across 25 major cable networks during the launch campaign. These campaigns include a bottle of 2-in-1 face wash/body wash from Gillette; a coupon for a free 2 oz. color sample from Benjamin Moore; a $10 gift card from the retailer Century 21, and Degree Fine Fragrance Body Mist from Unilever.
"America's paint and color authority for more than 125 years, Benjamin Moore has always been a leader in innovation, from research and development to sales and marketing, and our current partnership with Cablevision reflects this," said Dan Calkins, New York Metro General Manager at Benjamin Moore. "With Optimum Select, Benjamin Moore is able to place Color Samples in the homes of highly-targeted audiences, as well as engage them in discussions on color and design in an innovative way."
"Unilever has been enhancing our television ad spend with interactivity whenever possible, and it's a proven element in our overall marketing mix," said Rob Master, director of media North America for Unilever. "We applaud all new developments that add further scale and consumer involvement to the existing iTV footprint. The ability to click the remote during commercials to receive free samples is a very attractive component of our campaigns, and we look forward to seeing it now roll out to the additional homes in the New York regions that Cablevision serves."
The Optimum Select experience begins with a thirty-second television commercial. During a commercial, a blue bar at the bottom of the television screen will invite the viewer to press the "SEL" button on the remote for more information. If the viewer chooses to press "SEL", the current program is shifted to the top right corner of the screen to allow continued viewing and the additional information about the product or service advertised in the commercial will appear in the rest of the screen. From this screen, the viewer can again use the remote to request a sample, coupon, or gift card, depending on the specific campaign.
Later this year, Cablevision will introduce Optimum Select Content Saving, which will provide the ability to save video on demand content. Early next year, Optimum Select Commerce will become an option for consumers to make purchases directly through the television.
Optimum Select is accessible to Cablevision's nearly 3 million iO TV® digital customers with an interactive digital set-top box.
Cablevision Systems Corporation (NYSE: CVC) is one of the nation's leading media and entertainment companies. Its cable television operations serve more than 3 million households in the New York metropolitan area. The company's advanced telecommunications offerings include its iO TV® digital television, Optimum Online® high-speed Internet, Optimum Voice® digital voice-over-cable, and its Optimum Lightpath integrated business communications services. Cablevision operates several successful programming businesses, including AMC, IFC, Sundance Channel and WE tv, through Rainbow Media Holdings LLC, and serves the New York area as publisher of Newsday and other niche publications through Newsday Media Group. In addition to these businesses, Cablevision owns Madison Square Garden and its sports teams, the New York Knicks, Rangers and Liberty. The company also operates New York's famed Radio City Music Hall, the Beacon Theatre, and the Chicago Theatre, and owns and operates Clearview Cinemas.