Good news from Cablevision last week with COO Tom Rutledge talking about an increase in advertising revenues for the quarter. His comments pointed to an uplift in the economy and the introduction of interactive advertising into the revenue mix. The company said Tuesday that ad revenue rose by 18 percent in the third quarter from a year ago, with strength seen in its cable networks AMC, IFC and WE tv.
Its new interactive ads, where viewers use their remote to order free product samples, coupons and others from advertisers, are doing well. Cablevision said a two-week Gillette ad campaign offering a free sample ran out of freebies after the first week.
The key message I took away from the announcement was his comment relating to interactive advertising pricing, “the interesting thing about what we have from a technological perspective is that we can actually determine the effectiveness of advertising and price it accordingly.”
Wow cable is really coming into the digital and interactive arena!