Today, Canoe Ventures is evolving to focus its business on providing a platform for MSOs and national programmers to monetize on-demand content across multiple platforms—both video-on-demand inside the home, and TV Everywhere outside the home.  This is in line with Canoe’s founders’ original vision which is to make cable television households the most attractive platform for advanced advertising.  It also aligns with the priorities of Canoe’s direct clients – national programmers.

To make on-demand ad inventory as valuable as traditional broadcast (linear) or online inventory, the industry needs a standard, ubiquitous way to steward and monetize on-demand advertising.  Canoe is committed to making this happen.  Our new focus will be on giving programmers the ability to dynamically insert advertising into on-demand TV in a common way nationwide, by expanding our current technical platform and operations to facilitate advertising between many programmers and distributors.

As we establish our on-demand business, we’ll make it easy for national programmers to work with us, and easy for our MSO partners to deliver relevant and timely ads.  Once we establish the market for dynamic ad insertion within cable’s VOD platform, our vision is to offer more robust reporting and data insights, introduce addressable dynamic ad insertion, and support dynamic ad insertion across a wide array of devices both inside and outside the home.

To succeed, we must prioritize and focus our resources.  Therefore, Canoe will conclude its national interactive TV initiatives.  Cable’s ITV business will continue through the ad sales teams and video business units at the individual MSOs, as they pursue business opportunities with these capabilities within their own footprints.

We thank all of our dedicated employees, programming partners, vendors, and other supporters, as well as pioneering national advertisers and their agencies for their work with Canoe and the industry.  In particular, the members of the joint venture thank Kathy Timko for her outstanding leadership during her tenure.

Each of the founding MSOs continue their support for Canoe, and are committed to our new mission.  We look forward to continuing to serve the industry by making dynamic advertising for on-demand a valuable reality.

 ANA, Canoe, Fidelity, GlaxoSmithKline, Honda, Kimberly-Clark and State Farm
Highlight Consumer Engagement and Impact on Brands with Advanced Television

New York, NY — Canoe Ventures, the advanced television joint venture of the nation’s leading cable companies, and the Association of National Advertisers (ANA) today released summary findings from its year-long study of interactive television (ITV) effectiveness.   The collaborative research endeavor,  named CEE MEE, aims to understand how the Connection, Emotion and Experience (CEE) of advanced television solutions, including ITV, relate to the Measurement, Efficiency and Engagement (MEE) advertisers seek.  Initial conclusions from the CEE MEE research featured promising results for ITV effectiveness in viewer interest, unaided brand recall, likelihood to seek additional information and likelihood to purchase.

New White Paper Features Research Demonstrating How In-Ad ITV Enhancements Lift Brand and Ad Awareness and Purchase Intent

New York, NY- Canoe Ventures, the advanced television joint venture of the nation’s leading cable companies, today released a white paper, “Understanding the Brand Efficacy of RFI,” featuring the aggregate results from a series of brand-research studies accompanying in-market Request for Information (RFI) ITV campaigns that Canoe has enabled. RFI, an in-ad interactive application that enhances traditional TV advertising, opens a dialogue between brands and viewers and lets marketers actively engage viewers with offers to receive brand and product information, samples or coupons by using their remote control.

Pioneering Research with Fidelity, GlaxoSmithKline, Honda,
Kimberly-Clark and State Farm Shows that ITV is Effective as a Brand-Building Tool

New York, NY- Canoe Ventures, the advanced television joint venture of the nation’s leading cable companies, and the ANA (Association of National Advertisers) today released information on the initial findings of their collaborative research endeavor coined CEE MEE.

New York, NY- Canoe Ventures, the advanced television joint venture of the nation’s leading cable companies, today announced on behalf of the cable industry the availability of the ExpandTVTM implementation guidelines at ExpandTV.com, a major milestone in the development of the interactive television (ITV) marketplace. The cable industry has worked collaboratively to conceive the brand, develop creative brand guidelines and determine technical user interface implementation guidelines since first announcing its plans to develop a consumer-facing brand for interactive television in May, 2010.