Future TV: Time Warner Cable Balances Ad Demand With Infrastructure

“There is not shortage of ideas beyond the 30-second spot,” said Gillman. “The real challenge for us in this industry is to prioritize ideas for what people think will drive the greatest value for the advertiser.”

The senior cableco exec emphasized that advertisers can use it ability to target individual zones with as little as a single channel on the cable system to experiment and receive the precious performance data and easily take a message throughout a region if satisfied.

“We’ve done a lot of testing in individual markets with advertisers,” said Gillman. “We can do Staten island without doing all of New York city.”

Time Warner Cable www.twcable.com
Comcast Corp. www.comcast.com

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