Canoe Sees 4% Rise in VOD Ad Impressions

Canoe  ended the year up about 4% year-over-year in VOD ad impressions, with most networks starting to hit their ceiling with available inventory, according to the company’s 2019 Year End Insights Report. Its dynamic ad insertion capabilities cover 38 million homes, up from 36 million one year ago. Canoe, owned by Comcast, Charter and Cox, ran 10,071 campaigns in 2019, up from 7476, 86% of which were of external advertisers.

Most campaigns take advantage of Canoe’s ad frequency capping capability, limiting the number of times a viewer sees a particular commercial to two time per episode or movie, to help preserve the viewing experience. With the cap, 56% of viewers see an ad once per episode, 29% see it twice and 10% see it three times.  

Canoe started with 6.3 billion impressions in 2014, and hit 27.3 billion in 2019.

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