Cable industry advanced ad consortium Canoe said 4.13 billion VOD dynamic ad insertion (DAI) impressions were delivered over its platform in the first quarter, a 70 percent year-over-year increase.
The tally represents further steep growth in impressions for Canoe, which provides software and services for VOD DAI to Comcast (NASDAQ: CMCSA), Time Warner Cable (NYSE: TWC), Cox Communications and Bright House Networks.
In fact, Canoe has reported a steady stream of impression-delivery growth, as cable operators work aggressively with their programming partners to expand VOD programming availability and audience share.
"Cable video on demand continues to be an incredibly valuable advertising vehicle for programmers, cable operators, and brands" said Canoe's CEO, Joel Hassell. "We are well on our way to doubling the number of dynamic ads impressions delivered through Canoe for the fourth consecutive year and we couldn't be happier with positive results reported by our programming customers."
To date, Canoe hasn't revealed how much revenue its operator partners are bringing in through DAI, which allows MSOs to monetize programming shown via VOD after Nielsen's "C3" and "C7" ad windows have expired.
The operators themselves aren't yet breaking out these numbers in earnings reports. But they're bullish on VOD these days.
"You are starting to see momentum," Time Warner CFO Howard Averill said in January, discussing with his investors why TWC is pushing for greater VOD rights to shows. "We have to continue to move along that path to make sure we provide the consumer what they're looking for."
- read this Canoe press release
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