Looking for ticket buyers, the Los Angeles Sparks women’s pro basketball team recently tried a new ad play: A TV commercial during which viewers could press a button on their remote to get a team brochure.

Hundreds responded. “Whoever was on our billing info as head of household got the data,” says Jim Heneghan, ad sales chief for cable company Charter Communications, which created the newfangled “interactive” TV ad and sold the duration to the Sparks.

Cable operators such

as Charter, as well as their satellite TV rivals, all are experimenting with such ads. Their goal: battle World Wide Web media for ad dollars by merging a TV commercial’s impact with previously Web-only selling points such as interactive composition, ad targeting based on consumers’ personal goods and precise effectiveness measurement based on how many society go on an ad for more data.

With a traditional 30-second spot you only know how […]

Orginal post by Top Tech News