Wink Communications, a firm whose technology adds interactivity to television advertisements, scored a coup this week, rolling out its service over Time Warner Cable of New York City, the nation’s largest cable system.
The deal will let some cable users in Manhattan interact with ads on TV using their remote controls. With Wink, advertisers can offer viewers the option to request free product information, coupons, and samples in their 30-second commercials.
“Wink enhanced ads are a simple and convenient way to request information of interest to the cable viewer,” said Barry Rosenblum, president of Time Warner Cable of New York City.
“We are committed to introducing new services and features that benefit our customers.”
The agreement gives Wink the chance to reach more consumers than ever before, which may encourage advertisers to adopt the Wink technology for their ads.
In recent weeks, E! used Wink to allow viewers to make their picks for Academy Award winners and HBO is using it to let viewers get educational information following a cancer documentary.
So far, advertisers including General Motors, Clorox, Kraft, consumer products giant Unilever, Honda, The Walt Disney Company, Charles Schwab, Pfizer and Gateway Computers use Wink to enhance their national ads.
Wink capability is currently available to viewers in cable markets in California, Connecticut, Illinois, Michigan, Missouri, New York, Tennessee and Texas. Time Warner Cable has 1.2 million subscribers in New York City.