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Cablevision: Despite Canoe, advanced advertising alive, well

Mon, 03/05/2012 - 1:55pm
Mike Robuck

While Canoe Ventures has exited the interactive advertising field, Cablevision announced today that its advanced advertising platform has delivered nearly 4 billion impressions in the New York metropolitan market that it serves.

Last month, Canoe Ventures, which was backed by Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision and Bright House Networks, shut down its national, EBIF-based interactive advertising product, offering to instead focus on dynamic ad insertion in VOD and TV Everywhere.

At the same time that Canoe Ventures was trying to scale nationally, cable operators, notably Comcast and Cablevision, were able to implement their own advanced advertising solutions.

In today’s press release, Cablevision reiterated the success and the continued support of its advanced advertising platform.

"Even with Canoe's shift in direction, advertisers should know that the cable providers, like Cablevision, continue to offer and enhance their advanced advertising products," said David Kline, president and COO of Cablevision Media Sales. "Interactive television advertising has changed the way advertisers engage with consumers, and Cablevision delivers a robust set of advanced capabilities to local and national advertisers.

“The participation and response from advertisers has been tremendous. We have helped to generate nearly 4 billion impressions to date, and in the last year alone, conducted more than 900 campaigns from more than 600 advertisers in the nation's largest market."

Canoe launched its request for information (RFI) campaign in 2010 and had EBIF enabled in about 25 million homes before deciding to abandon its iTV efforts. Among other advanced advertising offerings, Cablevision has its own RFI offering, Optimum Select RFI, which allows advertisers to extend their brand experiences with consumers via overlays.

Well-known global brands, including Mattel, Ford, Unilever, the U.S. Navy and Disney, and regional and local advertisers such as health care providers and educational institutions, used one or more of Cablevision’s advanced advertising offerings.

"There is continuing pressure from the industry for advanced advertising. The need for household addressable advertising plus interactive services and metrics on TV will only continue to rise," said Irwin Gotlieb, chairman of GroupM. "The efforts to date, by Cablevision and other television distributors, to develop and prove these capabilities is vital and laudable and will positively impact the underlying economics of television."

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