Frank S Foster, MediaPost, on Project Canoe

Frank S Foster on Project Canoe, via MediaPost’s TV Board blog 28 April 2008

Project Canoe has tremendous potential. Imagine a single sales entity that might allow cable to compete in the national spot market with a variety of new television advertising vehicles. Perhaps Madison Avenue might be interested in on-demand and addressable advertising on a massive scale? Project Canoe may provide the answer. Would CBS be interested in reducing its national inventory by one minute per prime-time hour to sell Canoe-enabled addressable spots during “Survivoror “Cold Case? Would NBC and Fox embrace an on-demand, addressable-ad-supported service to complement Hulu? Would advertisers be interested in true, near-census commercial ratings for both broadcast and cable television? With a unified advertising sales vision across all cable operators, these opportunities and more are possible.

Foster writes on ratings, and is a strong critic of Nielsen.

Background on Project Canoe at Multichannel News


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