& 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
From The Founder
Kicking off BCE 2017, Light Reading founder Steve Saunders lays blame for NFV's slow ramp-up and urges telecom to return to old-fashioned standards building and interoperability.
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
VeEX at ANGA COM

6|27|17   |     |   (0) comments


At ANGA COM 2017, Cyrille Morelle, president and CEO of VeEX, updates Alan Breznick with VeEX's new products and technology. This includes VeSion cloud-based platform for network monitoring, AT2500-3G advanced spectrum analyzer and MTTplus-900 WiFi Air Expert module. He also comments on DOCSIS 3.1 deployment and Remote PHY technology.
LRTV Custom TV
The Overall Objective Is to Win the Game

6|26|17   |     |   (0) comments


SCTE•ISBE's Chris Bastian discusses Energy 2020's success to date and the importance of a flexible approach that allows for changes in specific strategies in order to reach significant milestones.
LRTV Interviews
CenturyLink: Let's Get Past SD-WAN Hype

6|23|17   |   04:02   |   (0) comments


Technology becomes a "shiny object" unless it's properly focused on solving business needs for enterprise customers, says Bill Grubbs, network solutions architect for CenturyLink. He explains to Light Reading why SD-WAN deployments have to be tailored to specific needs – and more.
Women in Comms Introduction Videos
Infinera's Sales Director Paints Tech's Big Picture

6|21|17   |   4:14   |   (1) comment


Shannon Williams, Infinera's director of sales, shares how she achieves work's many balancing acts -- between her role and the broader company, today and tomorrow's tech and more.
LRTV Custom TV
SD-WAN Innovation & Trends

6|20|17   |     |   (0) comments


Versa CEO Kelly Ahuja discusses with Carol Wilson the current status and trends in the SD-WAN market, Versa's innovation around building a software platform with broad contextualization, and the advantages that startups can bring to the SD-WAN market.
LRTV Interviews
Ovum's Dario Talmesio on 5G in Europe

6|20|17   |   02:16   |   (0) comments


At 5G World 2017, Dario Talmesio, principal analyst and practice leader on Ovum's fixed and mobile telecoms European team, explains the emerging trends amongst European operators as they prepare for 5G.
LRTV Custom TV
Putting Power on a Pedestal

6|19|17   |     |   (0) comments


ARRIS's John Ulm says a major accomplishment of SCTE•ISBE's Energy 2020 program is increased focus on power cost and consumption, including inclusion of energy requirements in operators' RFPs and RFIs.
LRTV Custom TV
Gigabit Access: The Last-Mile Pipe for All Future Services

6|19|17   |     |   (0) comments


A Gigabit access platform being deployed today must be able to deliver all types of services to an increasing number of devices. A non-blocking architecture is necessary to support the ever-increasing growth in bandwidth demand. The Huawei Gigabit access solution is based on a distributed design that is fully scalable to deliver a unprecedented performance.
LRTV Custom TV
Key Factors to Successfully Deploy an SD-WAN Service

6|19|17   |     |   (0) comments


As service providers transition their SD-WAN solution from trials and limited deployments into production at large scale, there are important considerations to successfully operationalize these solutions and realize their full potential, without adding complexity, introducing uncertainty or disrupting current business operations. Sunil Khandekar, CEO and Founder ...
LRTV Custom TV
IoT Solutions: Rational Exuberance

6|19|17   |     |   (0) comments


IoT solutions are morphing from hype into viable business opportunities. Huawei has the platform and ecosystem support to help carriers successfully address new business opportunities in the IoT space.
LRTV Custom TV
Realizing ICN as a Network Slice for Mobile Data Distribution

6|19|17   |     |   (1) comment


Network slicing in 5G allows the potential introduction of new network architectures such as Information-centric Networks (ICN) as a slice, managed over a shared pool of compute, storage and bandwidth resource. Services over an ICN slice can benefit from many architectural features such as Name Based Networking, Security, Multicasting, Multi-homing, Mobility, ...
LRTV Interviews
Ovum's Mike Roberts on 5G Uptake

6|19|17   |   04:08   |   (0) comments


Mike Roberts, research director for Ovum's service provider markets group, explains why he has boosted his 5G subscriptions forecast.
Upcoming Live Events
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Montcalm Marble Arch
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 30, 2017, The Westin Times Square
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
No Imagination: UK Chip Biz Goes Up for Sale
Iain Morris, News Editor, 6/22/2017
Does AT&T Deserve Time Warner?
Mari Silbey, Senior Editor, Cable/Video, 6/23/2017
Netflix's Lesson in Culture Expectation Settings
Sarah Thomas, Director, Women in Comms, 6/21/2017
Kalanick Steps Down as Uber CEO
Sarah Thomas, Director, Women in Comms, 6/21/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Following a recent board meeting, the New IP Agency (NIA) has a new strategy to help accelerate the adoption of NFV capabilities, explains the Agency's Founder and Secretary, Steve Saunders.
One of the nice bits of my job (other than the teeny tiny salary, obviously) is that I get to pick and choose who I interview for this slot on the Light Reading home ...
Animals with Phones
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.