Canoe launches 'real paying campaign' to ITV-equipped subscribers

Probably even without reading the details of the FourthWall Media research, Canoe Ventures is feeding into consumer demand for interactive advertising via an ad campaign it has launched that lets subscribers press a button on their remote controls to get more product information.

"It is a real paying campaign," Arthur Orduna, Canoe's CTO told Light Reading. "It is cross-MSO to millions of households. It is in at least two of our MSO owners and multiple markets."

Unless you're one of the subscribers blessed with seeing the campaign on your own TV screen, you don't know for sure which of the company's MSO owners (Bright House Networks, Cablevision Systems, Charter Communications, Comcast, Cox Communications and Time Warner Cable) is offering the service for sure because Orduna wouldn't say. His boss, CEO David Verklin did say earlier this week that Comcast and Time Warner had introduced the EBIF-powered campaign, for what that's worth.

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