Canoe details response to interactive ad campaigns

Canoe Ventures offered some of the first results from the interactive advertising campaigns, noting that it has delivered 35.3 million interactive overlays since last June on cable systems owned by Comcast (Nasdaq: CMCSA), Time Warner Cable (NYSE: TWC) and other top MSOs.

Canoe chief product officer Arthur Orduna revealed the data at a conference in New York on Tuesday. While Canoe has reached a limited number of cable subscribers with its interactive ad campaigns, which allow viewers to request more information about a product by pressing the select button on their remotes, the campaigns only ran on three cable networks: AMC, Style and E!. Canoe spokesman David Graebert said the number of interactive overlays should increase now that it is running interactive ads on more national cable networks, including Bravo, Discovery Channel, History and USA Network.

Orduna said only about 250,000 subscribers have responded to the interactive overlays. But with Canoe now reaching more than 20 million cable homes with its interactive ad campaign, it should see increased response from cable subscribers.

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