Canoe Enables the First-ever Household Addressable Ad Campaign Across Multiple Distributors for a National Cable Network
November 11 2020 - 11:00AM
Business Wire
AMC Launches National Addressable Linear TV
Campaign across the Comcast and Charter TV Footprints, the Largest
Deployment in the Industry To Date
Canoe Ventures today announced that the first
multi-distributor, linear addressable TV campaign has been launched
as part of the On Addressability initiative. Founded by Comcast
Advertising, Cox Media and Charter’s Spectrum Reach, On
Addressability is designed to accelerate the industry’s ability to
deliver a scalable and sustainable addressable solution to
marketers that maximizes the impact and value of television.
AMC Networks and Canoe, an execution partner for On
Addressability, have been working throughout the summer to enable
linear addressable campaigns as a single order to run across a
large portion of the On Addressability distribution partners’
footprints, now totaling over 30 million addressable homes
including both linear and VOD TV.
“AMC is the first national cable network to run multiple ads in
a single avail across multiple distributors, using aggregated and
deidentified data,“ said David Kline, Executive Vice President at
Charter Communications, and President of Spectrum Reach. “We are
excited to help make our network partners’ avails more valuable
through On Addressability by allowing them to send more relevant
creative, at scale, to households that are most likely to act on
it, and therefore make TV more competitive with digital
alternatives.”
“We are thrilled to make AMC the first cable network to offer a
first ever addressable, performance-based solution across a
national footprint,” said Kim Kelleher, President of Advertising
Sales and Partnerships, AMC Networks. “On Addressability is an
important step toward realizing the future of addressable
television advertising. There is so much potential to bring an
audience-first product to our advertising partners that reaches
desired viewers and allows the delivery of relevant messages to the
household level. We are proud to be on the forefront of this
meaningful technological advancement.”
On Addressability’s focus is to help accelearate addressability
on all forms of television through shared learnings and
cross-industry discussion. Its objectives include defining common
practices, enabling technical solutions, and working to solve
larger challenges, such as measurement. Canoe ensures the delivery,
service management, and reporting of addressable campaigns on
behalf of the current On Addressability distribution partners.
“At Canoe, we like to think of ourselves as the ‘simplification
layer’ between our programmer customers and our distribution
partners,” said Joel Hassell, Canoe’s CEO. “By enabling and
managing addressable campaigns for major TV distributors, we offer
a one stop shop for programmers who only need to interact with one
entity to reach a large, unified footprint of addressable
households.”
“We are so pleased to have reached this milestone moment in
addressable TV’s evolution to become a scalable—easy to
execute—solution for advertisers,” said Marcien Jenckes, President,
Comcast Advertising. “The goal of On Addressability is not to be
prescriptive in approach, but to offer viable solutions to make
addressability work for all players in the ecosystem. Working with
Canoe to launch the first, national network campaign across
distributors is an great example of one such solution.”
About AMC Networks
Known for its groundbreaking and celebrated original content,
AMC Networks is the company behind the award-winning brands AMC,
BBC AMERICA, IFC, SundanceTV, WE tv, and IFC Films. Its diverse
line-up of popular and critically-acclaimed series and independent
films include Killing Eve, Better Call Saul and The Walking Dead,
which has been the #1 show on cable television for nine consecutive
years, as well as Portlandia, Brockmire, Love After Lockup, and the
films Boyhood, Death of Stalin, and many more. Its original series
Mad Men and Breaking Bad are widely recognized as being among the
most influential and acclaimed shows in the history of TV. The
Company also operates AMC Studios, its production business; AMC
Networks International, its international programming business; the
subscription streaming services Shudder, Sundance Now, Acorn TV and
UMC (Urban Movie Channel); and Levity Entertainment Group, the
Company’s production services and comedy venues business. For more
information, visit http://www.amcnetworks.com.
About Canoe
Canoe is an advertising technology and services company
dedicated to providing revenue-generating solutions to national TV
programming networks. The company performs service assurance for
video on demand (VOD) dynamic ad insertion (DAI) on multiple video
platforms including set-top-box, IP, and mobile across its 38
million household enabled ecosystem. It performs this managed
service on behalf of over 100 national television networks through
integration, monitoring, analysis, and resolution resulting in a
unified, quality TV experience on all platforms. Canoe is also
responsible for the enablement and service assurance for On
Addressability, a cross-distributor addressable advertising
initiative. Canoe is owned by Charter, Comcast, and Cox, and has
offices in Denver, Colorado and New York City, and is expanding
operations to Canada, LATAM, and Europe.
About On Addressability
The On Addressability initiative maximizes the impact and value
of TV as a scalable and sustainable marketing platform. Founded in
summer 2019, On Addressability is led by Comcast, Charter and Cox
and welcomes participation across the industry. For more
information, please visit www.onaddressability.com
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version on businesswire.com: https://www.businesswire.com/news/home/20201111005601/en/
Media: Canoe Chris Pizzurro
chris.pizzurro@canoeventures.com (917) 828-7710
AMC Jim Maiella Jim.Maiella@amcnetworks.com (516)
241-7999
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