Canoe enables multi-distributor addressable ad campaign for AMC Networks

Wednesday, November 11th, 2020
Canoe Ventures logo

Canoe Enables the First-ever Household Addressable Ad Campaign Across Multiple Distributors for a National Cable Network

  • AMC Launches National Addressable Linear TV Campaign across the Comcast and Charter TV Footprints, the Largest Deployment in the Industry To Date

NEW YORK — 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.”