Canoe Reports Big Jump in Ad Delivery

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Canoe said it served 4.13 billion ad impressions in video-on-demand programming during the first quarter, up 70% from a year ago.

Canoe—owned by Comcast, Cox, Time Warner Cable and Bright House Networks—has dynamic ad insertion technology enabled in 35 million cable households in 49 of the top 50 markets.

Canoe currently stewards ads on behalf of over 80 national television networks, including broadcast networks ABC, CBS, CW, FOX, NBC and Univision, as well as networks A&E, AMC, Discovery, HGTV, MTV, Music Choice, and TNT.

According to Canoe, the most popular location for ads in VOD content are midrolls, with four ads playing per break.

"Cable video on demand continues to be an incredibly valuable advertising vehicle for programmers, cable operators, and brands" said Canoe CEO Joel Hassell. "We are well on our way to doubling the number of dynamic ads impressions delivered through Canoe for the fourth consecutive year and we couldn't be happier with positive results reported by our programming customers."

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.