Wink Communications, a firm whose
technology adds interactivity to television advertisements, scored a coup
this week, rolling out its service over Time Warner Cable of New York City, the nation’s largest cable system.
The deal will let some cable users in Manhattan interact with ads on TV
using their remote controls. With Wink, advertisers can offer viewers the
option to request free product information, coupons, and samples in their
30-second commercials.
“Wink enhanced ads are a simple and convenient way to request information
of interest to the cable viewer,” said Barry Rosenblum, president of Time
Warner Cable of New York City.
“We are committed to introducing new services and features that benefit our
customers.”
The agreement gives Wink the chance to reach more consumers than ever
before, which may encourage advertisers to adopt the Wink technology for
their ads.
In recent weeks, E! used Wink
to allow viewers to make their picks for Academy Award winners and HBO is using it to let viewers get
educational information following a cancer documentary.
So far, advertisers including General
Motors, Clorox, Kraft, consumer products giant Unilever, Honda, The
Walt Disney Company, Charles
Schwab, Pfizer and Gateway Computers use Wink to enhance
their national ads.
Wink capability is currently available to viewers in cable markets in
California, Connecticut, Illinois, Michigan, Missouri, New York, Tennessee
and Texas. Time Warner Cable has 1.2 million subscribers in New York City.