TITLE

Interactive ads ready for test

AUTHOR(S)
Ross, Chuck
PUB. DATE
April 1999
SOURCE
Advertising Age;4/26/1999, Vol. 70 Issue 18, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that various firms will participate in a test of interactive television commercials in the U.S slated in summer 1999. AT&T Corp., Clorox Co, Procter & Gamble Co. and Toyota Motor Sales USA are among marketers that will participate in this affair. Wink Communications, the company whose technology is providing the interactivity, said Time Warner Cable will have deployed 50,000 to 75,000 set-top boxes that will receive the interactive spots by July. Wink Communications expects to have 300,000 to 500,000 cable homes nationwide able to receive the spots by fall. ABC and CBS have agreed to join NBC in transmitting the Wink technology in their TV signals. Wink also has agreements with a number of cable networks. In June, it will run its first interactive commercials in a Charter Communications-owned cable system in Kingsport, Tennessee, reaching about 15,000 homes. There is no extra charge to subscribers for the interactivity. Most of the spots will be existing commercials enhanced for interactivity. In addition to answering a few questions, viewers will be able to order brochures, product samples or discount coupons through most of the spots.
ACCESSION #
1850323

 

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