Time Warner Cable has just launched the first round of interactive advertisements in New York, the nation's No. 1 TV market.

Called a telescoping ad, a traditional 30-second spot will feature a graphic overlay taking those who opt in to a portal with more information on the featured product, reports AdAge. General Electric Co. and General Motors are the first to invest in the new ad platform. The advertisers can also use the ads as direct-response vehicles by asking viewers to vote, request a brochure or call a phone number.

The new technology will allow brands to geotarget by zone in the New York metropolitan area. But, ultimately, advertisers will be able to target by household. Other advertisers who plan to test the technology include Chase and American Express.

"Our affluent card members are the early adaptors of this type of new technology, so when they hit that button for more information linked to our advertising spots, they will see interesting and new content," said
Bonnie Taffer, VP of alliances and content at American Express. "As well as relevant offers, all aimed to entertain while showcasing our card member benefits."