Light Reading

Canoe Targets May for Ad Campaign

Light Reading
LR Cable News Analysis
Light Reading

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
Steve Saunders provides an overview of white box networking and introduces a new "slim line" version of the OSI 7-layer model.
Flash Poll
Live Streaming Video
CLOUD / MANAGED SERVICES: Prepping Ethernet for the Cloud
Moderator: Ray LeMaistre Panelists: Jeremy Bye, Leonard Sheahan
Between the CEOs
Centec on Ethernet Switching

11|26|15   |   09:58   |   (0) comments

Centec CEO James Sun talks to Steve Saunders about Ethernet switching and the white box revolution.
LRTV Custom TV
Delivering Service Agility in the Virtualization Era

11|25|15   |   5.41   |   (0) comments

Interview with Massimo Fatato, WW OSS Business Lead, Hewlett Packard Enterprise.
Wagner’s Ring
How Might Open Source Fail?

11|24|15   |     |   (10) comments

Open source, SDN, and NFV are looking inevitable – but performance, standards proliferation and regulatory capture could derail the movement.
LRTV Custom TV
NFV Lifecycle Orchestration – a Fresh Vision for Telco

11|23|15   |   6.40   |   (0) comments

Simon Osborne, CTO Comptel, and Heavy Reading's Caroline Chappell reveal the business impacts of new SDN and NFV, and what the term service orchestration actually means. Together they define Lifecycle Service Orchestration and how the virtualized future will look for telecoms operators.
Between the CEOs
Cisco's Virtual Role in Saudi

11|20|15   |   12:15   |   (2) comments

Light Reading founder and CEO Steve Saunders talks with Zayan Sadek, Regional Manager at Cisco Systems, about the competitive communications services market and advance of virtualization in Saudi Arabia.
LRTV Huawei Video Resource Center
Huawei Leads With Kubernetes for Cloud PaaS

11|19|15   |   08:26   |   (0) comments

Huawei is looking to Kubernetes as a key tool for building robust open source technologies for customers and partners, said Ying Xiong, chief architect of cloud platform at Huawei, in an interview with Light Reading West Coast Bureau Chief Mitch Wagner at the recent Kubecon conference.
Women in Comms Introduction Videos
WiC in London: The Highlight Reel

11|19|15   |   5:33   |   (1) comment

NetCracker's Mervat El Dabae headlines an inspiring morning in London with help from leading women from Vodafone, TalkTalk, Hyperoptics and Ciena.
LRTV Documentaries
Why Saudi's So Hot for New Tech

11|19|15   |   05:07   |   (0) comments

Light Reading's Steve Saunders reports from Saudi Arabia, a hyper-competitive market desperate to embrace the next generation of communications technologies and services.
LRTV Custom TV
Why Data Models Deliver More Value Than Information Models

11|19|15   |   5.08   |   (0) comments

Stefan Vallin argues that more automation is needed to manage end-to-end services and the hybrid networks they run on, and that data models are key to achieving this.
Telecom Innovators Video Showcase
SDN Management & Orchestration in the WAN

11|17|15   |   7.20   |   (0) comments

Carol Wilson and Packet Design CTO Cengiz Alaettinoglu discuss CSPs' SDN service delivery and assurance requirements. Learn about a modular approach to building automated control, orchestration and management functions for the WAN that are policy- and analytics-driven.
LRTV Custom TV
Flash Networks: Optimizing for Radio Spectral Efficiency

11|17|15   |   3:34   |   (0) comments

Today most optimization vendors only focus on optimizing voice or data. Ofer Gottfried, Flash Networks' CTO, shows how improving data throughput and maximizing spectral efficiency reduces capital and operating expenses while also providing a platform for user engagement.
LRTV Custom TV
Making Pay-TV User Experiences Millennial-Friendly

11|16|15   |   6:42   |   (0) comments

The unique challenge of reaching and engaging Millennials is driving pay-TV video experience transformation that can include higher quality UIs, viewing of multiple content streams at once and seamless transitions between handheld devices and the television.
Allot MobileTrends Report H2/2015 reveals how daily online behavior can be used to discover smarter ways to profile customers and propose valuable, real-time offers to them.
Hot Topics
Samsung to Sell Wireless Networking Unit?
Dan Jones, Mobile Editor, 11/23/2015
Samsung: No Sale of Wireless Unit
Dan Jones, Mobile Editor, 11/25/2015
How Might Open Source Fail?
Mitch Wagner, West Coast Bureau Chief, Light Reading, 11/24/2015
Sprint to Get $1.2B From New Leasing Venture
Dan Jones, Mobile Editor, 11/23/2015
Networking Shines in HP's Gloomy Final Earnings
Mitch Wagner, West Coast Bureau Chief, Light Reading, 11/25/2015
Like Us on Facebook
Twitter Feed
December 15, 2015
Virtualizing Cable Services
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Centec CEO James Sun talks to Steve Saunders about Ethernet switching and the white box revolution.
Light Reading founder and CEO Steve Saunders talks with Zayan Sadek, Regional Manager at Cisco Systems, about the competitive communications services market and advance of virtualization in Saudi Arabia.
Cats with Phones
Can't Find the Phone on Thanksgiving? Click Here
Check under the cat! (hint: bottom right)
Live Digital Audio

Broadband speeds are ramping up across Europe as the continent, at its own pace, follows North America towards a gigabit society. But there are many steps to take on the road to gigabit broadband availability and a number of technology options that can meet the various requirements of Europe’s high-speed fixed broadband network operators. During this radio show we will look at some of the catalysts for broadband network investments and examine the menu of technology options on offer, including vectoring and for copper plant evolution and the various deployment possibilities for FTTH/B.