Canoe now reaching 130 DMAs, 48 out of top 50

Canoe, the cable-industry joint venture specializing in dynamic ad insertion (DAI) into video-on-demand, says its reach has expanded into 130 demographic marketing areas (DMAs) across the U.S., and 48 of the top 50 DMAs.

It has been three years since Canoe downsized, restructured and pivoted away from developing interactive advertising technologies. And it continues to tout progress toward its refocused goal of creating serious monetization of VOD for the cable industry.

With Cox Communications and Bright House Networks now using Canoe's DAI technology, in addition to Comcast (NASDAQ: CMCSA) and Time Warner Cable (NYSE: TWC), Canoe is now enabled in 35 million digital cable homes across the U.S.

Canoe is stewarding ads for more than 50 programming networks, including ABC, CBS, NBC, Fox, TNT and MTV. It says more than 70 are currently "onboarding" with the technology.

Canoe also says it has delivered 2 billion impression in 2015. With Q1 not even completed, the consortium is likely to shatter last year's mark of 6.3 million impressions.

"Canoe has achieved national reach and meaningful scale with its VOD DAI platform," said Canoe CEO Joel Hassell, in a statement. "Many advertisers are finding it delivers a great complement to their TV campaigns by delivering younger, wealthier and more engaged audiences."


DAI availability by demographic marketing area. (Image courtesy of Canoe)

For more:
- read this Canoe press release
- read this Multichannel News story

Related links:
BlackArrow partners with TWC to expand DAI to streaming devices
Canoe: Ad impressions more than tripled from Q1 to Q4 to 2.52B
Canoe reaches milestone: 10B VOD ads served