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Posted by David Cooperstein on March 1, 2012
Last week’s big TV news was that Canoe Ventures, the company jointly founded by the major cable MSOs (Comcast, Cox, Charter, Cablevision, Time Warner, and Bright House), has decided to abandon its interactive TV (iTV) business and focus its efforts on enabling targeted advertising in video-on-demand (VoD) programming. (See Advertising Age story here.) Departing CEO Kathy Timko was cited as saying that the shuttering of the business was “the result of what the marketplace told us,” but marketers have long demanded that their TV ads be more interactive and engaging. What happened?
I would argue that marketer demand for Canoe’s request-for-information (RFI) interactive ads, though never incredibly high, was the victim of not only the difficulties of getting large cable companies to work on a joint end product but also the shift in consumer behavior to media multitasking and an explosion of second-screen experiences. Since 2008, there have been a number of trends that would suggest multitasking would negatively affect Canoe’s RFI ads:
Second-screen and synchronized TV-plus-mobile advertising is still a pretty nascent space that is very fragmented across a number of platforms (see Shazam, WiOffer, Miso, Viggle, SocialGuide, and IntoNow, to name a few), but many forward-looking marketers like PepsiCo, Pillsbury, and Sephora are betting on companion devices and screens as an important vehicle to bring their TV marketing campaigns to life and engage viewers.
Why do you think that marketers weren’t interested in Canoe’s RFI products? We’d love to hear your thoughts below or in The Forrester Community For CMO & Marketing Leadership Professionals.