Canoe’s reach expanded by 1 million households, with the consortium overseeing dynamic ad insertion (DAI) into cable video on demand (VOD) in 36 million households at the end of the second quarter.
Canoe spokesman Chris Pizzurro attributed the growth to Charter’s digital conversion across its legacy footprint, with additional homes gaining VOD DAI capabilities.
Canoe brokers VOD DAI for the top three U.S. cable companies, Comcast, Charter and Cox. Further growth, of course, would certainly come from bringing No. 4 player Altice USA into the fold.
“While we talk with lots of folks, nothing is imminent there,” Pizzurro conceded.
Charter and pre-Altice-acquisition Cablevision abandoned the joint venture three years ago, but Charter rejoined Canoe when it closed on members Time Warner Cable and Bright House Networks.
RELATED: Cable VOD ad impressions up 21% in Q1, Canoe says business now bringing in $1B a year
Overall, Canoe continues to report steep gains in VOD DAI impressions, with 5.66 billion impressions in the second quarter, up nearly 17% year over year.
Through two quarters, Canoe is reporting 10.6 billion ad impressions, putting it on pace to easily surpass the 17.9 billion recorded in 2016. Through the second quarter of 2016, the JV reported 9 billion impressions.
Total VOD DAI campaigns in the second quarter reached 2,641, up 22% year over year.