Direct Line Blog

Winning votes with interactive TV

Share this article:

It's a given that marketers – including politicians in election years – target precise messages to specific groups of consumers.

With that in mind, Time Warner Cable will give politicians, who will have a significant impact on TV ad spending next year to say the least, the option of targeting consumers by zones made up of ZIP codes and influenced by census data. The cable TV provider will also allow candidates to use its interactive technologies to ask consumers questions, said Joan Gillman, EVP and president of media sales at Time Warner Cable, in an interview with Direct Marketing News.

“It's better than a focus group,” she said.

Gillman added that while TWC is taking on broadcast networks with the technology, it's also providing an alternative to direct mail, which has historically been the politician's best hope for targeting voters at such granular levels. Interactive TV also has a big advantage in response time.

TV's becoming a more interactive media seemingly every week. Cablevision rolled out a tool in June that allows brands to tag their ads with email opt-ins, and industry consultants have said that Cox Communications and Dish Network both have addressable TV projects in the works.

As the campaign rhetoric heats up over the next 16 months, it's definitely worth keeping an eye on how both parties take advantage of interactive TV to target voters and their success in doing so.

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

My Plan to Replace the Postal Service's Truck Fleet

My Plan to Replace the Postal Service's Truck ...

The Postal Service uses its aging fleet as an object of pity. Why not deploy it as a revenue-generating media vehicle instead?

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.