Canoe Dials Up the DMAs

Ad J.V. Floats VOD Ad Insertion to 130 Areas
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Canoe, the MSO-backed advanced advertising joint venture, said its video on demand (VOD) dynamic ad insertion platform now spans 130 DMAs, including 48 of the top 50.

That’s coming way of deployments across the board with Comcast, Time Warner Cable, Bright House Networks and at Cox Communications markets. Canoe, whose VOD DAI platform is enabled in MSOs serving more than 35 million digital cable homes, said its platform now touts a national reach.

“Canoe has achieved national reach and meaningful scale with its VOD DAI platform,” said Canoe CEO Joel Hassell, in a statement. “Many advertisers are finding it delivers a great complement to their TV campaigns by delivering younger, wealthier and more engaged audiences. We look forward to the continued expansion of VOD advertising into 2016.”

In February, Canoe announced that its platform handled 6.3 billion viewed ad impressions in 2014, including 2.52 billion in the fourth quarter alone. It said it’s delivered a better than 20% surge in viewed ad impressions in each quarter of 2014, and that it handled 1,924 campaigns during the full year. 

Canoe said it has already served up 2 billion ads so far in 2015, and that its ad insertion platform currently stewards ads for more than 50 TV networks, with another 70-plus in the on-boarding process. 

As part of a major restructuring, Canoe shut down its interactive advertising unit in February 2012 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.  

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