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Time Warner Pops ITV Spots in NYC

New York— Time Warner Cable is delivering interactive ads in the nation’s No. 1 TV market, with the launch of its “active advertising” platform here last week.

The operator, which has 1.4 million subscribers in the city, said it is inserting interactive triggers from its local advertising inventory for more than 30 networks, including Time Warner-owned regional news channel New York 1 News and NBC Universal flagship station WNBC.

The system will also run local ITV ads on CNN, TNT, Food Network, ESPN, HGTV and A&E Network.

Time Warner said it cut interactive advertising deals with American Express, General Electric, General Motors, and Warner Bros. Studios. The ITV ads will run during the fourth quarter.

New York City is the largest Time Warner Cable system to deploy the interactive advertising platform, which is based on Navic Networks’ ITV system. The operator has rolled out ITV advertising in upstate New York, Hawaii and Milwaukee.

At least initially, the interactive ads running in New York City will simply prompt viewers to click on their remotes and “telescope” to a longer-form video-on-demand advertisement, said Joan Gillman, president of Time Warner Cable media sales.

But, Gillman said, the system offers advertisers multiple options for interactive features, such as polling or requesting product literature. GM, for example, has run ITV ads in Milwaukee that let viewers order car brochures through the mail.