In an effort to spur interest in interactive television advertising among
cable television operators, AdForce LLC
, CMGI Inc.
ad serving company, Monday launched a new viewer targeting service.
AdForce said this latest phase of its “AdForce EveryWhere program,” gives
advertisers increased power to target cable ITV subscribers through a wide
selection of digital formats. AdForce touted this technology, dubbed the
AdForce ITV solution, as a chance for cable television operators to
integrate ITV advertising campaigns into their ITV content offerings. This
new advertising revenue source, AdForce claims, will support the delivery of
ITV content across cable networks.
Interactive television enables cable subscribers to access the Internet
using their television sets, and enables users to toggle between traditional
television content and the Web.
“Interactive television promises a new level of communication between
advertiser and audience,” said Dee Cravens, executive vice president of
AdForce.
“AdForce is providing advertisers the ability to reach an audience
with informative, interactive promotions appropriately targeted to enhance,
rather than compromise, a subscriber’s experience.”
In a separate announcement, AdForce has partnered with Liberate
Technologies in agreement that will let Liberate’s cable network operator
clients to deliver advertising to set-top boxes. Liberate offers software to
deliver Internet-enhanced content to information appliances such as
television set-top boxes and game consoles.