In Depth

Cable on Verge of National Addressable Ads

Canoe Ventures expects to announce its first national addressable advertising product in about six weeks, company President David Verklin said.

Speaking at the National Cable & Telecommunications Association’s Cable Show '09 in Washington Friday morning, Mr. Verklin described the new product as being able to allow an advertiser to buy a national ad and send different messages to different demographic groups.

As an example, he said American Express could run an commercial for its green card, but send a spot for its gold card into homes in 370 areas where household income averages more than $100,000 a year.

Mr. Verklin estimated that about 18 million homes would get the gold card ad, while 48 million would get the green card ad.

Canoe calls the product Community Addressable Messaging, and two national cable networks have agreed to carry the first commercials.

“It’s the first launch of an addressable product in the United States, the first time [the cable industry’s] insertion equipment has been used on a national basis, the first time a national ad has been served to a demographic target,” he said.