The Guardian
trending topics
Close Box

Our news

Yes, it’s true: We are joining GigaOM...


First Results of Canoe Ventures Promo Muscle Still Puny; More About Working Together

  • Comments Comments (View)
  • Text Size: A A

imageThe new cable comanies-backed ad targeting company Canoe Ventures has been trying to push its first project, Elections ’08 On Demand, as the new-ish TV channel which lets people watch videos about elections, but this NYT story points out that the channel hasn’t caught on among viewers or even advertisers. To be fair, this channel was not conceived by Canoe, which is an advertising JV with the idea to make ad buying across cable networks easier, but it has been trying to promote this channel across its constituent networks: Time Warner (NYSE: TWX) Cable, Comcast (NSDQ: CMCSA), Cablevision (NYSE: CVC) Systems, Charter Communications (NSDQ: CHTR), Cox Communications and Bright House Networks.  These cable companies pledged to run at least 100 spots a week promoting it. Read more after the jump.

SEE ALSO: ‘Canoe Ventures’ Unveiled; Aegis’ Verklin To Head New Cable Ad Targeting Unit

The channel is available in 32 million households, and for now is only offering about eight hours of programming. But it is tough to find: on Time Warner, for example, it is Channel 1279; on Cablevision, Channel 500. Though “Elections ‘08” has been available since January, only 500,000 segments have been viewed on all cable channels. Neither traffic nor ads on the election channel has been particularly strong…Obama is the first major candidate to buy time on it, but only in 15 states, the story points out..besides that only a handful of local politicians—and the Texas billionaire T. Boone Pickens, who is promoting wind energy—have bought ad time.

But, the cable companies say, this at least shows how they can work together. “What we’ve accomplished with ‘Elections ‘08’ may not feel and sound like a huge success story to the layperson, but behind the curtain, we’ve laid the foundation for the cable operators working together in an unprecedented manner,” said David Porter, VP for marketing and new media at the Cox Media division of Cox Communications.

That and the fact that there is no dearth of political coverage of TV and online, in all possible platforms and formats. Not necessarily the best sector to start this ambitious venture with….

Aug 28, 2008 10:24 PM ET

Posted In: Media & Publishing, TV, Cable & Telecom, canoe ventures

(Page 1 of 1)


The Bestsellers

From iTunes and YouTube to Facebook and Kindle, the most popular content on the web, free and paid.

YouTube Videos YouTube Videos
1. Woolly Mammoth found alive in Siberia?
2. Facebook Parenting: For the troubled…
3. Bugatti Veryon High Speed Runs x7
4. 2011 TEDxManhattan Fellow: Stefani…
5. 'Woolly Mammoth' spotted in Siberia?
See The Other Bestsellers »

Jobs RSS Job Listings

Social Standing

Which media brands are getting a lift from Tweeters and bloggers right now -- and which are getting panned?

"Sentiment" Scores for All the Companies »

Sponsors

Staff