Canoe, the MSO-backed advanced advertising joint venture, said it has crossed a milestone of inserting its 10 billionth ad into video-on-demand (VOD) content, reaching that mark in roughly two years.
Following a major restructuring in February 2012, when Canoe shut down its interactive advertising unit to refocus efforts solely on VOD dynamic ad insertion, the J.V. began to insert ads into set-top-based VOD content in October 2012.
The bulk of 10 billion ads inserted so far occurred during 2014, according to Chris Pizzurro, Canoe’s head of product, sales and marketing. He expects Canoe to “easily double that number next year.” Pizzurro is scheduled to join a panel on “Big Data” on Thursday (November 13) at 9:55 a.m. ET at the Advanced Advertising component of NYC Television Week, an event hosted by Multichannel News, Broadcasting & Cable, TV Technology and RatingsIntelligence.
Canoe’s VOD DAI platform currently reaches more than 30 million digital cable homes nationwide. Following initial deployments across Comcast and Time Warner Cable, Canoe is in the process of getting fully deployed with its two other MSO partners – Cox Communications and Bright House Networks – during the fourth quarter of 2014.
On the programming end, Canoe now has DAI deals in place with the nation's Big Four broadcasters, as well as Viacom, Angry Birds Toons, Scripps Networks, AMC, A+E Networks, several networks from the Turner Broadcasting System stable, and Sportskool, among others. Canoe recently added The CW Television Network to its programming partner roster according to this page on the Canoe Web site.
Canoe estimates that it is stewarding ads on behalf of more than 50 TV networks, with another 70 networks in the “on-boarding” process.
Canoe is also looking to complement its current QAM-based VOD platform with support for DAI in VOD streams delivered over IP to the home.
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