Interactive TV News Round-Up (VII): Time Warner Cable, Tremor Video, Viacom, Cablevision

--Time Warner Cable to Launch African-American-Targeted Talk Show on VOD
--Tremor Video Claims Success for Interactive Video Ad for Nokia E7
--Viacom Sues Cablevision over iPad Live Streaming App

Because the [itvt] editorial team is on the road this week, we are covering stories in this edition of the newsletter in round-up format:

  • Time Warner Cable has announced the winners of a three-month-long contest to find on-air talent for "Born to Shine," a talk show that is targeted at African-Americans and that it plans to launch this fall on its VOD platform.
  • The UK branch of online video advertising network provider, Tremor Video (formerly Tremor Media), recently provided its inRoll ad format for an interactive video ad that was designed to extend a TV commercial for Nokia's E7 mobile phone. The ad was commissioned by Nokia's media agency, Carat. "The online video ad, based around Nokia's TV ad, encouraged viewers to interact with the brand far longer than the 30-second slot without interrupting their video experience on publishers' premium video sites," the company states in its press materials. "The online video ad exceeded expectations by generating interaction rates six times higher than similar ads viewed in the US, while the ad's engagement rates were 100 percent higher than US averages. Viewers used the ad to explore features such as the phone's HD camera, on-demand Web TV service and HD movie capability and a range of apps available on the phone, such as Ovi maps, a flight tracker and Vlingo voice recognition. The ad empowered consumers to control the marketing experience and gain the information they wanted about the phone through images and additional demo videos, as well as an option to select their preferred phone color within the ad--all in-stream without being redirected to a new Web page. Tremor Video's inRoll enables brands to do more than video," Tremor's press materials continue. "It initiates a conversation between the brand and viewers by inviting users to interact with the products and services the brand has to offer, through longer-form videos, image galleries, product demos, online games and social media functions in one online video ad. Nokia gained advanced levels of interaction with consumers through a live Twitter feed, and collected data on the number of viewers sharing the ad through Facebook and on external Web sites. The campaign was targeted to Nokia's specific audiences through Tremor Video's Acudeo, the advertising management tool which puts marketers in complete control of their creative including which premium, brand safe content the ad is displayed around...inRoll goes beyond the clicks and completion rates of standard pre-roll ads. Brands now have access to customized reporting and analytics which gives them unprecedented insight into viewers' awareness rates, dwell time and the time viewers spent interacting with the brand beyond the 30-second ad slot, as well as analyzing viewers' rollovers and clicks within the interactive brand experience. Custom counters gave Nokia insight into which of the phone's features were of most interest to users. Of the viewers who used the ad's social networking functions 84 percent more people chose to 'Follow' Nokia on Twitter rather than 'Like' the brand's Facebook page." A demo video of the Tremor Media-powered interactive video ad for the Nokia E7 is embedded above.
  • Just a day after it put its litigation over a similar application with Time Warner Cable on hold (see the article published on itvt.com, June 22nd), Viacom sued Cablevision to prevent it from streaming live TV channels to its new iPad app. The Wall Street Journal's Sam Schechner and Chad Bray have more.
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