Cable Imitates Interweb. Hopes Ad Dollars Will Follow.

According to The Wall Street Journal (paid sub. req.), the ability to direct ads to viewers’ specific interests which is driving the growth of Internet advertising, could also fuel the new ad opportunities on cable platforms.

Cable operators, through which a majority of Americans watch TV, are developing a new generation of marketing platform, including video-on-demand and interactive ads that marry traditional TV viewing with the ability to order coupons, target messages to specific viewers or interact in other ways that are more common online.
The business model is nascent, but cable operators, which today generate less than 10% of their total revenue from advertising, have made such new advertising platforms among their highest future priorities.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.