Canoe Preps ITV Ad 'Template'
A handful of interfaces tied to the template are in draft form now, and will soon get into the hands of ad agencies and programmers that are set to work closely with Canoe and its MSO owners -- Comcast Corp. (Nasdaq: CMCSA, CMCSK), Time Warner Cable Inc. (NYSE: TWC), Cox Communications Inc. , Cablevision Systems Corp. (NYSE: CVC), and Bright House Networks .
Canoe chief technology officer Arthur Orduña, the midday keynoter here yesterday at Light Reading's second annual Cable Next-Gen Video Strategies conference, told attendees those templates would, with the help of CableLabs , be available in "published form this summer."
Canoe is plowing much of its resources into the coming Enhanced TV Binary Interchange Format (EBIF)-based campaign after deciding last week to shelve an addressable advertising campaign that had originally been slated for earlier this year.
Canoe decided to hold off after earlier trials showed that operational limitations would prevent its first targeted ad product -- Community Addressable Messaging (CAM) -- from scaling without some significant additional work. (See Canoe Mothballs Targeted Ad Product .)
Canoe is working on a new version of CAM that will scale but has not indicated when it expects to launch it commercially. "I don’t want to raise or set any kind of expectations that we can't meet, to be blunt about it," Orduña said.
In the near-term, Canoe is focusing on the EBIF campaign, which will begin with a request for information (RFI) application that will let viewers obtain more details on an advertised product with the click of a remote control. "It will inherently be an opt-in application," Canoe's top engineer explained. (See Canoe Rows Toward Enhanced TV .)
Although EBIF aims to support cable's entire spectrum of digital set-tops, Orduña acknowledged that the ITV campaign will have to pass the scaling test when Canoe and its MSO members ratchet it up to a national level.
"Frankly, [EBIF] is not that hard a technology per se. It was designed to be relatively simple. The real challenge is doing it at scale. That's why we need to make these templates simple."
Canoe expects to support the template with a downloadable, Web-based Producer's Tool Kit for creative ad agencies and programmers that want to interface with MSO ad systems and eventually participate in ITV campaigns.
The idea, Orduña said, is to create a "constrained, but rich" environment for Canoe's ad partners as the first campaign gets ready to launch.
"It's going to be simple. That's what we need, for folks to pick this up pretty quickly and utilize it," Orduña said.
— Jeff Baumgartner, Site Editor, Cable Digital News