Addressable Advertising? Buh-bye!

Filed Under Advertising, Digital Signage, digital ooh

My my. I had heard they were having some MAJOR issues but I didn’t expect them to crash and burn this fast!

The “Canoe” venture between the 6 top cable cos. has not only had the air let out of it’s tires….it parked in the wrong hood and got jacked.

jackedcart As the CEO of Canoe said:

Canoe CEO David Verklin recently told Multichannel News, “We were trying to use 20th-century technology to enable a 21st-century, advanced advertising product.”

Even as recently as last month there were comments about how they were driving forward and touting how successful and advanced this would be for the advertising market for cable operators. I even saw some comments from Network TV operators that were going to try and emulate the system or at least try to.

I wrote about addressable advertising back almost 2 years ago and this project in particular. I was watching it closely as this level of targeted advertising coming to market for TV in the next 12 months could skew interest back away from Digital OOH and into the waiting broadcast groups once again.

Apparently I don’t have to be so concerned