Discovery, TelevisaUnivision, WarnerMedia Tap Canoe For Addressable Expansion

Discovery, TelevisaUnivision and WarnerMedia have joined AMC Networks in tapping Canoe Ventures to offer addressable inventory across Canoe’s national footprint.

Earlier this week, AMC announced that it would begin offering three addressable ad spots per hour during original AMC and WE networks programming this year through Canoe’s addressable national footprint. Amazon will be AMC’s first client.

Canoe, which enables addressable TV advertising across linear, VOD and streaming video platforms, currently reaches more than 35 million homes that subscribe to the cable systems of Canoe’s owners, Charter, Comcast and Cox.

It had already been working with AMC Networks and Discovery on a pilot that resulted in linear and video-on-demand addressable campaigns that ran on its platform in November 2020 and throughout 2021.

Now, Discovery, TelevisaUnivision and WarnerMedia have revealed their own separate, multi-year agreements with the technology and services company.

All four participating TV programmers have either started addressable campaigns or plan to launch them during the current quarter.

The agreements represent another step toward driving the greater scale of within premium, national live, linear programming that addressable TV has struggled to achieve so as to claim more significant shares of ad budgets.

“By partnering with these four programmers, we can help them and their advertisers better manage frequency across this new, expanded footprint,” as well as improve attribution for more efficient targeting and better ROI, Canoe CEO Joel Hassell said in announcing the new network partners.

“For the first time, we can offer [advertisers] the ability to execute live, linear, audience targeting at scale, which is a major industry milestone,” added Steve Silvestri, senior vice president, advanced advertising, Discovery.

With the new partnership, WarnerMedia has exceeded its previously announced goal of reaching 52 million households with addressable inventory, according to its President of Advertising Sales, JP Colaco.

TelevisaUnivision senior vice president, data partnerships described the partnership as an important complement to the rapidly growing company’s advanced advertising strategy.

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