Canoe VOD Advertising Records Continued Upswing

Video-on-demand advertising continues to climb among top cable operators. The third quarter pulled in 48% more ad impressions -- 5.66 billion versus the same quarter last year.

Through the first nine months of the this year, there were 17.9 billion ad impressions -- the total for all of 2016. There were 11.8 billion impressions in 2015, and 6.3 billion in 2014.

Canoe's VOD numbers tally 36 million homes from cable operators -- Charter Communications, Comcast Corp., and Cox Communications.

Most of the VOD ads ran in mid-roll -- 4.68 billion. There were 896.7 million pre-roll ads and 87.2 million post-roll ads. Canoe says that 99% of the time, consumers watch the mid-roll ad to completion.

Canoe says on average, there were 3.82 mid-roll ads per break. The third quarter averaged 1.09 pre-roll ads and 1.26 post roll ads. There were also 3,208 campaigns -- 76% external client ad campaigns and 24% network tune-in ads.

For clients that need frequency caps on their campaign, Canoe says the average campaign caps at 2 impressions per episode.

According to the Video Advertising Bureau, there are around 73.6 million (of a total 100 million pay TV subscribers) on cable, satellite and telco services that provide ad-supported VOD programming.



1 comment about "Canoe VOD Advertising Records Continued Upswing".
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  1. Ed Papazian from Media Dynamics Inc, October 27, 2017 at 1:50 p.m.

    Wow, billions of ad impressions! Common guys, we've been through all of this before. Tout your percent gains if you like but don't try to snow us with billions of impressions stats. By now most media pros and even those who aint know that these kinds of claims mean nothing without context. So how may billions of "impressions did traditional TV log during the same period---or should we make that trillions?

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