Canoe Ventures, the joint advertising venture funded by the nation’s six largest cable operators, is pulling all of the oars out of the water on its first addressable advertising product.
Canoe Ventures said it has discontinued testing and suspended the launch of its community addressable messaging (CAM) offering, which was the company’s early-stage addressable adverting product. Speaking on a panel at The Cable Show ’09 in April, Canoe Ventures CEO David Verklin said CAM would launch around the end of May, but Canoe and its MSO backers decided to pull the plug on the launch after encountering difficulties.
“This decision was made after extensive testing with networks and cable operators identified operational dependencies found to limit the current product’s commercial viability.”
“But, testing has proven that addressability is, in fact, a valuable advanced advertising capability for the television platform. So Canoe is taking the extensive set of lessons learned during the testing of CAM's early iteration and focusing resources on building future, more flexible iterations of CAM, and our ultimate goal of more advanced addressable advertising products that best serve the industry as a whole,” according to a statement issued by Canoe Ventures.
Canoe said it remains on track for an interactive campaign based on Enhanced Binary Interchange Format that is slated for the fourth quarter of this year.
Canoe Ventures is backed by Comcast, Time Warner Cable, Cox, Cablevision, Charter and Bright House Networks.