Time Warner Cable today announced the launch of Health on Demand, providing 24 hour access to healthy lifestyle content to its Digital Cable customers. This new offering will provide marketers with access to a geographically targeted audience of engaged, hand-raising health content seekers. Health on Demand provides advertisers with the ability to promote their content with two healthy lifestyle partners, Cooking Light, the only epicurean brand positioned at the intersection of great-tasting food and healthfulness, and Gaiam TV, a streaming video subscription service that includes exclusive yoga, Pilates and fitness classes. Local health care providers will also be able to feature patient education videos on the new channel.
“We’re always looking to provide our customers with the opportunity to explore and find new offerings from local advertisers while enabling advertisers to reach their key audiences,” said Joan Hogan Gillman, President, Time Warner Cable Media. “Health on Demand will create a robust destination for anyone seeking tips and recipes for a healthy lifestyle while allowing advertisers to engage with self-selected heath content seekers and maintaining 100% share of voice with a responsive television audience.”
Cooking Light segments will feature recipe makeovers and tips for making healthful food choices. Cooking Light videos available at the launch include Healthy Salads, Kids’ Snacks, Get Your Fiber, Cast-Iron Burgers and Key Lime Pie, among others.
"We're excited to partner with Time Warner Cable into this new digital platform because we have great step-by-step video instruction for healthy cooking, and cooking is really the ultimate on-demand activity,” said Cooking Light Editor, Scott Mowbray. “People cook daily and need inspiration daily—at the time they're trying to figure out what to make for dinner. The Health on Demand channel is the perfect solution."
Gaiam TV segments will feature videos on exercise and stress reduction, including Cardio Weight Loss, Pilates Energy, Daily Yoga and Buff Moms, among others.
"We are excited to introduce Gaiam TV to the Time Warner Cable Health on Demand audience,” said Patricia Karpas, Gaiam TV's Digital Strategy Officer. "Gaiam TV.com offers its subscribers unlimited online access to award-winning workout, yoga and wellness videos, plus inspirational films and personal growth videos. We're thrilled to provide a hand-selected sampling of our videos to Time Warner Cable."
On the new channel, health and lifestyle advertisers can use long-form content to engage viewers who are prime prospects for their products and services. Customers can also target their message in the category in which it will resonate most – Cooking Light, Get Fit or My Local Health. Time Warner Cable Media will provide detailed metrics and insights to track viewership and engagement for each campaign, and overall marketing support will focus on raising year round consumer awareness with customized, multi-platform campaigns.
Additionally, advertisers will be able to leverage Time Warner Cable Media’s full suite of offerings to cross-promote their long-form content on Health on Demand by leveraging Enhanced iTV, where available, as well as their online and broadcast campaigns.
Many advertisers have already found success using Time Warner Cable’s Video on Demand platform, including SummaCare, a provider-owned health insurance company that reaches 18 counties in the Cleveland, Akron and Canton, Ohio market with its Medicare Advantage plans. During the 2011 Medicare Open Enrollment window, SummaCare ran a ten week My Life on Demand campaign providing viewers access to a free Medicare education video. The insurer quickly noticed the value in being able to engage hundreds of their target consumers, and as a result, they signed on for a new campaign that will launch next week, this time on Health on Demand.
“One of the things that impressed us most about our first On Demand campaign with Time Warner Cable was that the cost per view was so effective,” said Tracie Kinaitis, Director of Marketing, SummaCare. “We’re now looking forward to the opportunity to advertise on Health on Demand, as we hope to reach even more of our target audience.”
The debut of Health on Demand follows the successful re-launch of previously existing ad supported Video on Demand channels, including Travel on Demand and Find It on Demand, which saw a 285% and a 75% increase in monthly viewership, respectively, on Time Warner Cable.
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