& cplSiteName &

Canoe Targets May for Ad Campaign

Light Reading
LR Cable News Analysis
Light Reading
4/9/2009
50%
50%

Canoe Ventures LLC , the cross-MSO advanced advertising firm, will begin to paddle out its first addressable ad campaign next month.

That's according to Canoe CEO David Verklin, a panelist at last week's cable show in Washington. Verklin and other cable brass were on hand for the "Economics of the New Advertising Era" session to address how the cable industry intends to preserve and expand its ad revenue base in an era of DVR ad-skipping and the growing use of "over-the-top" Web TV services.

Verklin wasted no time explaining what he’s been up to, announcing the launch in May of Canoe’s first “Community Addressable Messaging” project with the American Express Green and Gold cards. The ad project will target 18 million homes in 370 ad zones via a national ad buy that customizes the message depending on demographics -- the Gold card ad will be sent to upscale zones, and the Green card spot will be delivered to everybody else. [Ed note: Canoe recently clarified that American Express won't be among the initial advertisers for the addressable ad push. Verklin cited American Express as a potential example.]

Canoe, which intends to launch an interactive campaign later this year using Enhanced TV Binary Interchange Format (EBIF), has yet to reveal which programmers will participate in the initial addressable ad campaign. (See Canoe Rows Toward Enhanced TV .)

Verklin meanwhile outlined Canoe’s main opportunities as “addressability, interactivity, and data collection and knowledge.” He views interactivity as a way to bring new advertisers into the market, and even looks to convert traditional direct mail marketing tactics over to cable electronic platforms using request for information (RFI) capabilities.

MSOs also shed some light on their advanced ad activities. Stephen Burke, COO of Comcast Corp. (Nasdaq: CMCSA, CMCSK) and president of Comcast's cable division, said his company expects to outfit 10 million set-tops with EBIF capabilities by year's end. Comcast will use this initial installed base to get its interactive ad activities off the ground.

Time Warner Cable Inc. (NYSE: TWC) COO Landel Hobbs praised both EBIF and the more advanced tru2way platform for adding targeting and addressability to cable's advertising realm. Time Warner is using both to advertise and promote products and services to its installed customer base -- allowing customers to buy premium channels on-demand or to provision other services as needed. “We’re already doing interactive voting on New York 1,” said Hobbes of Time Warner Cable’s New York City area TV station.

Free isn't a business model
The business model for sharing enhanced advertising among MSOs and programmers is still a thorny one, one that represents a potential roadblock.

NBC has moved aggressively to get content online. Universal Television Group president and COO Jeff Gaspin said the media giant is aiming the strategy at viewers hooked into serialized dramas and comedy series, and to provide a place where consumers could go online to view missed episodes.

But not all programmers are following that strategy. David Levy, president of Turner Broadcasting Sales and president of Turner Sports, remarked that sports programming performs well on the Web, but more so as a complement (e.g., through supplemental interviews, profiles, and stats) to the live televised broadcast.

Discovery Communications Inc. (Nasdaq: DISCA, DISCB, DISCK) CEO David Zaslav reinforced what many other programmers said all week: that it's important “to protect the programming assets and the integrity of the business model." But he thinks viewer "authentication" might offer a rational way to solve the business issues as more and more TV fare makes its way to the Web.

Time Warner Cable is testing out the authentication concept with HBO in Wisconsin and may expand adoption when it fleshes out a broader Web TV strategy. (See TWC Scaling Up 'HBO on Broadband' and Cable Web TV: Results May Vary .)

— Patti Reali, Special to Cable Digital News

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Educational Resources
sponsor supplied content
Educational Resources Archive
From The Founder
The independent evaluation of Nokia's key virtual network functions (VNFs) was a defining moment for the Finnish giant.
Flash Poll
Live Streaming Video
Charting the CSP’s Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it’s going from two industry veterans.
LRTV Custom TV
Cisco's Innovations in Cable

5|26|16   |   03:18   |   (0) comments


Marc Aldrich from Cisco discusses the latest in security, the evolution and momentum for CCAP and what the industry will be seeing next from Cisco.
LRTV Documentaries
Leading Lights 2016 Highlights

5|25|16   |   02:26   |   (1) comment


Some of the high points from this year's Leading Lights awards dinner at the Hotel Ella in Austin, Texas.
LRTV Documentaries
Light Reading Hall of Fame 2016

5|23|16   |   05:43   |   (0) comments


Find out who has been welcomed into Light Reading's Hall of Fame this year.
LRTV Custom TV
ZTE TM Forum Highlights

5|23|16   |     |   (0) comments


ZTE showcased its new ICT solutions at TM Forum in Nice.
LRTV Interviews
Gamma's MD on the Emergence of UC2

5|20|16   |     |   (0) comments


Gamma Communications Managing Director David Macfarlane believes the unified communications (UC) market has reached a tipping point.
LRTV Custom TV
The Ultimate 5-Minute Guide to Digital Customer Engagement

5|20|16   |     |   (0) comments


In this short video, you will hear all about how Digital Customer Engagement is the key to meeting customer expectations, keeping them happy, and maximizing revenue. VP Product & Marketing at Pontis, Ofer Razon, breaks down for us the five essential capabilities for successful Digital Customer Engagement. Don’t miss!
LRTV Custom TV
NFV in 2016: Part 1 – NFV Use Cases Get Real

5|19|16   |   05:57   |   (0) comments


Consensus is building around the key use cases for NFV, including managed IP services at the network edge and on customer premises, which can generate new revenues from enterprises/SMBs and consumers; Evolved Packet Core to support LTE migration; and adjacent technologies, such as TAS and IMS, to support VoLTE and next-generation charging and policy control ...
LRTV Custom TV
Nokia's Steve Vogelsang on NFV – Part 3

5|19|16   |     |   (0) comments


Steve Vogelsang discusses the challenges of operational transformation and how Nokia helps its customers. Join Steve at the Big Communications Event in Austin the morning of May 24, on his keynote and optical networking panel.
LRTV Interviews
Level 3: Why UC Is In Demand

5|17|16   |   04:12   |   (1) comment


Andrew Edison, Level 3's senior VP of sales, EMEA region, talks about the drivers of growth in the unified communications services market.
LRTV Custom TV
ARM's OPNFV Action

5|17|16   |     |   (0) comments


At the ARM booth at MWC 2016, Joe Kidder and Bob Monkman speak to Light Reading about OPNFV and their upcoming action.
LRTV Custom TV
Nokia's Steve Vogelsang on NFV – Part 2

5|16|16   |     |   (0) comments


Steve Vogelsang gives advice to service providers on how to move to NFV. Join Steve at the Big Communications Event in Austin the morning of May 24, on his keynote and optical networking panel.
LRTV Interviews
Interoute CTO on NFV's Maturity

5|13|16   |   06:46   |   (1) comment


Matt Finnie, CTO at international operator Interoute, explains how NFV has made life easier in terms of logistics and how Interoute can now enable a 'software-defined moment' for its customers.
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
December 6-8, 2016,
June 16-18, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
Hot Topics
DT: Telcos Must Escape Vendor Prison
Iain Morris, News Editor, 5/24/2016
AT&T to Start 5G 'Friendly' Trial by 2016 End
Dan Jones, Mobile Editor, 5/24/2016
Cisco's Patel Hails 'Microculture' Successes
Iain Morris, News Editor, 5/26/2016
Cable Is Eyeing Its Retail Options
Mari Silbey, Senior Editor, Cable/Video, 5/25/2016
AT&T's Margaret Chiosi Retires
Ray Le Maistre, Editor-in-chief, 5/25/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
Animals with Phones
Live Digital Audio

Our world has evolved through innovation from the Industrial Revolution of the 1740s to the information age, and it is now entering the Fourth Industrial Revolution, driven by technology. Technology is driving a paradigm shift in the way digital solutions deliver a connected world, changing the way we live, communicate and provide solutions. It can have a powerful impact on how we tackle some of the world’s most pressing problems. In this radio show, Caroline Dowling, President of Communications Infrastructure & Enterprise Computing at Flex, will join Women in Comms Director Sarah Thomas to discuss the impact technology has on society and how it can be a game-changer across the globe; improving lives and creating a smarter world. Dowling, a Cork, Ireland, native and graduate of Harvard Business School's Advanced Management Program, will also discuss her experience managing an international team focused on innovation in an age of high-speed change.