Canoe Hits 100 Billion TV Commercials For VOD Programming

Canoe, an advertising tech company, says it has now inserted 100 billion TV commercials into cable systems on video-on-demand programming since September 2012 when it began operation.

The company provides dynamic ad insertion for national TV networks across pay TV operators including Charter Communications, Comcast Corp. and Cox Communications.

Dynamic ad insertion allows advertisers to target ads that can be swapped in and out of VOD content.

Canoe's footprint covers about one third of U.S. TV homes -- 36 million cable households, representing 50 of the top 50 DMAs.

Canoe is owned by Charter, Comcast, and Cox.

Canoe says it handles thousands of advertising campaigns each quarter for over 100 national television networks, including A&E, ABC, AMC, CBS, CW, Discovery, Fox, Hallmark, Hip Hop, HGTV, Kabillion, Kid Genius, MTV, Music Choice, NBC, Starz, TNT, TV One, and Univision.

For the full year ended in 2016, Canoe said it handled 17.9 billion advertising impressions compared to 11.8 billion in 2015 and 6.3 billion in 2014. In the first quarter of this year, Canoe said ad impressions grew 21% to 5 billion.



2 comments about "Canoe Hits 100 Billion TV Commercials For VOD Programming".
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  1. Ed Papazian from Media Dynamics Inc, September 22, 2017 at 12:10 p.m.

    Good news for Canoe, indeed. But lest we get overly excited, the stats translate into about one commercial "impression" per week for an average American, compared to 1155 "linear TV"comercial "exposures" per week attained via other sources.

  2. John Grono from GAP Research, September 24, 2017 at 4:01 a.m.

    Ed, I think you are underselling this.   And by a massive 17%.

    My back of the envelope calculation has it an ad every six days - not seven.

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