Interactive TV News Round-Up (I):, Fox, Clikthrough, Comcast Spotlight in Instant-Streaming Deal with Fox
--Clikthrough Powers Interactive Video for Bergdorf Goodman
--Comcast Spotlight Has Delivered 1,000+ ITV Ad Campaigns, Generating 2.7 Billion+ Impressions

Because the [itvt] editorial team has been working on TVOT NYC Intensive 2011, we are covering stories in this issue in round-up/summary format. We anticipate that it will take us a couple of days to catch up with all the recent news: so if your company has sent us a press release or briefed us on an announcement, and you don't yet see your news covered in this issue, please bear with us.

  • announced Monday that it has signed a licensing deal with Fox which it says will enable subscribers to its $79-per-year Amazon Prime instant-streaming service (note: for more on the latter, see the article published on, February 23rd) to watch a broad selection of movies and TV shows from the Fox library. According to the company, the deal will bring the total number of Prime instant-streaming videos to over 11,000 (note: by way of comparison, Netflix claims to offer around 51,000 instant-streaming videos). "Fox titles available to Prime members will include contemporary movies such as, 'Speed,' 'Mrs. Doubtfire,' 'Doctor Dolittle,' 'Last of the Mohicans,' and 'Office Space,' as well as classics like 'The Longest Day,' 'All About Eve,' '9 to 5,' and 'Butch Cassidy and the Sundance Kid,'" states in its press materials. "Fox also brings to Prime members a selection of popular TV series including '24,' 'The X-Files,' 'NYPD Blue,' 'Arrested Development,' 'Buffy the Vampire Slayer,' 'Ally McBeal,' and newly available on digital video, 'The Wonder Years.'"
  • San Francisco-based interactive video specialist, Clikthrough, contacted [itvt] earlier this week to let us know that it is powering an interactive video for department store, Bergdorf Goodman. The video can be seen here.
  • Comcast Spotlight, the eponymous cable MSO's advertising arm, says that it has now delivered over 1,000 interactive TV advertising campaigns, which have collectively achieved over 2.7 billion impressions. "Currently available to approximately 15 million households in 50 markets, Comcast Spotlight's ITV ad products enhance spot advertisements with interactive overlays, providing advertisers with the combination of the powerful reach of TV advertising with an engagement tool and precise metrics," the company states in its press materials. "Those products are: 1) Request for information (RFI): Transforms a traditional spot into a lead-generation vehicle by adding an overlay allowing viewers to opt in to special offers, like a coupon or product sample. 2) Remind-record: Provides television programmers with a tool to enable viewers to remember to watch a program by interacting with an overlay that sets an on-screen reminder or sets a DVR recording for an upcoming show, or both. 3) Video-on-demand (VOD) telescoping: Enhances spot advertising to become a navigation tool--advertisers can link viewers directly to an on-demand program, allowing viewers to watch the video at the time or 'bookmark' it for later viewing...Among the advertisers that have utilized Comcast Spotlight's ITV platform is Nike, which used VOD telescoping to promote the debut of 'The Black Mamba,' an approximately six-minute short film starring Kobe Bryant. A 30-second spot promoting the film aired across Comcast Spotlight's full ITV-advertising enabled footprint, inviting viewers to click 'OK' on their remotes to watch the film. The campaign produced strong engagement results, with the average time spent watching exceeding 80% of the movie's length. To promote the launch of NBC's 'The Voice,' the network used local advertising across Comcast Spotlight's footprint, including interactive spots, banners on Comcast's interactive program guide (i-Guide) and online advertising. The campaign delivered more than eight million impressions and more than 84,000 interactions with ITV-enabled advertisements, helping contribute to an increase in metrics like ad recall, visits to the show's Web site, search activity and ratings in Comcast markets." Said Comcast Spotlight general manager, Hank Oster: "Innovative advertisers are clearly interested in ROI metrics, and are increasingly looking to ITV-enabled advertising as a way to quantify the impact of their messages. When you combine cable's unique ability to assemble fragmented audiences with the ability to engage directly with those viewers, the result is an unmatched advertising platform."
North America