The Weather Channel, Atlanta, reached an agreement yesterday with RespondTV, an interactive television advertising company, to allow advertisers to run interactive spots on its 24-hour channel by the second quarter of 2001.
The television station's advertisers now have the ability to add interactive commerce components, track responses and collect targeted leads through interactive advertising.
RespondTV said it will encourage its advertising partners — which include American Airlines, H&R Block, Ralston Purina, Coca-Cola, Ford and Domino's Pizza — to place ads on The Weather Channel.
RespondTV, San Francisco, has run e-commerce, couponing, free offers, polling, recipes, subscription services and sweepstakes campaigns.
