Comments on: Project Canoe: Cable Companies Paddle to Catch Up To Google in Targeted TV Ads http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/ Startup and Technology News Thu, 24 Jul 2008 19:29:33 +0000 http://wordpress.org/?v=2.5.1 By: Microsoft Gets Into Interactive TV Ads; Buys Navic Networks For An Estimated $200 to $300 Million http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2378394 Microsoft Gets Into Interactive TV Ads; Buys Navic Networks For An Estimated $200 to $300 Million Wed, 18 Jun 2008 13:45:47 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2378394 [...] companies don’t want to give it access to their subscribers (and have their own effort, the Project Canoe, to crack this nut). Spot Runner is also moving towards integrating online and TV ad campaigns. [...] [...] companies don’t want to give it access to their subscribers (and have their own effort, the Project Canoe, to crack this nut). Spot Runner is also moving towards integrating online and TV ad campaigns. [...]

]]> By: www.ubraniaroxy.pl » Blog Archive » Google’s AdWords for TV Comes Out Of Beta, But Is Still Hamstrung http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2296776 www.ubraniaroxy.pl » Blog Archive » Google’s AdWords for TV Comes Out Of Beta, But Is Still Hamstrung Wed, 14 May 2008 18:48:23 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2296776 [...] want Google touching their set-top boxes, which is why they are collectively funding their own competing Project Canoe to the tune of $150 [...] [...] want Google touching their set-top boxes, which is why they are collectively funding their own competing Project Canoe to the tune of $150 [...]

]]> By: Ad Network Adify Said To Be Sold To Cox Communications For $300 Million http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2231652 Ad Network Adify Said To Be Sold To Cox Communications For $300 Million Tue, 29 Apr 2008 01:35:07 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2231652 [...] fool theory. Or maybe they like the technology, and want to apply it to targeted TV ads through Project Canoe. No official word yet from either company. CrunchBase Information Adify Information provided [...] [...] fool theory. Or maybe they like the technology, and want to apply it to targeted TV ads through Project Canoe. No official word yet from either company. CrunchBase Information Adify Information provided [...]

]]> By: How To Bring Internet Advertising to TV—The Long View http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2053901 How To Bring Internet Advertising to TV—The Long View Wed, 26 Mar 2008 20:35:56 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2053901 [...] The big issue would be separating the ads from the underlying video so that new ads could be placed when the show goes to cable or is shown in reruns. Right now, all of those graphics you see on TV are pretty much baked into the video. Suranga said it would basically require new TVs with powerful chips and Internet connections. The computer chips alone would add about 50 percent to the price of most TVs, so it will still be a while before that happens. The other option, of course, is set-top boxes. But the cable companies don’t have any incentive to allow ads they don’t control to be seen on their set-top boxes (which is why they are trying to figure this out themselves). [...] [...] The big issue would be separating the ads from the underlying video so that new ads could be placed when the show goes to cable or is shown in reruns. Right now, all of those graphics you see on TV are pretty much baked into the video. Suranga said it would basically require new TVs with powerful chips and Internet connections. The computer chips alone would add about 50 percent to the price of most TVs, so it will still be a while before that happens. The other option, of course, is set-top boxes. But the cable companies don’t have any incentive to allow ads they don’t control to be seen on their set-top boxes (which is why they are trying to figure this out themselves). [...]

]]> By: thebusinesswiki http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2032022 thebusinesswiki Tue, 11 Mar 2008 15:21:30 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2032022 Clearly the cable companies have a lot of work to do to pull this off, but the prize is huge. Forming a viable coalition where incentives are aligned to encourage continued cooperation in the long term is a major step forward. If the cable companies are successful, Google will to an extent become a victim of it's own success. Incumbents in other industries will do whatever they can to prevent Google becoming a dominant cross-media ad platform. This coalition has been spurred on by Google's aggressive moves into new spaces. However the cable companies also have a significant revenue upside (this is not just a defensive move but one designed to increase their share of advertising revenues). The first hurdle was to form a viable and well structured long term coalition. Assuming they can overcome the technology integration issues (not a trivial matter), the next hurdle will be negotiating terms with the content providers on how the revenue for targeted advertising will be split, and how much advertising will become targeted. It will be interesting to see how (and how soon) this plays out. Clearly the cable companies have a lot of work to do to pull this off, but the prize is huge. Forming a viable coalition where incentives are aligned to encourage continued cooperation in the long term is a major step forward.

If the cable companies are successful, Google will to an extent become a victim of it’s own success. Incumbents in other industries will do whatever they can to prevent Google becoming a dominant cross-media ad platform. This coalition has been spurred on by Google’s aggressive moves into new spaces. However the cable companies also have a significant revenue upside (this is not just a defensive move but one designed to increase their share of advertising revenues).

The first hurdle was to form a viable and well structured long term coalition. Assuming they can overcome the technology integration issues (not a trivial matter), the next hurdle will be negotiating terms with the content providers on how the revenue for targeted advertising will be split, and how much advertising will become targeted. It will be interesting to see how (and how soon) this plays out.

]]> By: WeWillWillWe http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029702 WeWillWillWe Mon, 10 Mar 2008 23:20:27 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029702 It has nothing to do with desire. The cable industry is very fragmented and within the system are dozens of proprietary technologies all controlling different aspects of the delivery of that signal. Google deal with the satellite companies is nothing. Why? Because the satellite systems are ONE WAY. They have no method for communicating back to the ad server to deliver a dynamic ad. So people can dream all they want but its going to be years before the technologies come together to allow for the dynamic delivery of advertising to your TV. It has nothing to do with desire. The cable industry is very fragmented and within the system are dozens of proprietary technologies all controlling different aspects of the delivery of that signal. Google deal with the satellite companies is nothing. Why? Because the satellite systems are ONE WAY. They have no method for communicating back to the ad server to deliver a dynamic ad.

So people can dream all they want but its going to be years before the technologies come together to allow for the dynamic delivery of advertising to your TV.

]]> By: James Gardiner http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029681 James Gardiner Mon, 10 Mar 2008 23:04:32 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029681 Adwords on TV is an interesting of a very likely future, but. And this is a big but. There is more to advertising then simply getting an ad to screen. I understand Adwords is a reasonably complex system but in my experience in Post Production, a high proportion of ads are very localised. So much so, I cannot see automated systems servicing a large proportion of advertising needs for TV. This indicates that Adwords for TV is likely to be part of the future but not the be all of the future. Adwords TV is likely to work reasonable well in the US, but not so much everywhere else. Where population centeres are not as large and are spread out more. The number of variables becomes to great and to different for automated systems to tackle to well. Google will have to become a huge company with real world people dealing with real relationships with real companies to facilitate this properly. Something I am not seeing. James Adwords on TV is an interesting of a very likely future, but. And this is a big but. There is more to advertising then simply getting an ad to screen.
I understand Adwords is a reasonably complex system but in my experience in Post Production, a high proportion of ads are very localised. So much so, I cannot see automated systems servicing a large proportion of advertising needs for TV.
This indicates that Adwords for TV is likely to be part of the future but not the be all of the future.
Adwords TV is likely to work reasonable well in the US, but not so much everywhere else. Where population centeres are not as large and are spread out more. The number of variables becomes to great and to different for automated systems to tackle to well.
Google will have to become a huge company with real world people dealing with real relationships with real companies to facilitate this properly.
Something I am not seeing.

James

]]> By: Shakir Razak http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029658 Shakir Razak Mon, 10 Mar 2008 22:41:42 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029658 Hi, If 2 networks can come up with Hulu, then why can't cable companies do atomic-ad-targeting? It is so of the fanboy net-crowd that google is doing well, so let google do it, but that ignores all long-term logic and business-interest. The Murdochs, Gates, Malone's and Redstone's of the world didn't get anywhere by giving in when losing! There are so many possibilities for the future of media-Internet-Cable, and we aren't even on the 2nd step yet. If people want to get really scared, they should think of Phorm and rfid and last.fm.......... Best wishes, Shakir Razak Hi,

If 2 networks can come up with Hulu, then why can’t cable companies do atomic-ad-targeting?

It is so of the fanboy net-crowd that google is doing well, so let google do it, but that ignores all long-term logic and business-interest. The Murdochs, Gates, Malone’s and Redstone’s of the world didn’t get anywhere by giving in when losing!

There are so many possibilities for the future of media-Internet-Cable, and we aren’t even on the 2nd step yet. If people want to get really scared, they should think of Phorm and rfid and last.fm……….

Best wishes,

Shakir Razak

]]> By: Thiago Guerra http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029595 Thiago Guerra Mon, 10 Mar 2008 22:03:23 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029595 Google Ads is a terrific product! Specially for advertisers. Now advertisers will get better deals on TV Ads and as far as I can see it will do for TV Ads what AdSense did for online advertisement. And I tell you more: This is a first step for ads on online broadcasts. Soon you will see. Google Ads is a terrific product! Specially for advertisers. Now advertisers will get better deals on TV Ads and as far as I can see it will do for TV Ads what AdSense did for online advertisement.

And I tell you more: This is a first step for ads on online broadcasts. Soon you will see.

]]> By: Sandra G http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029501 Sandra G Mon, 10 Mar 2008 21:15:42 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029501 The cable companies may be forced to let Google in. As you said Erick, who is better suited to rule, Google or a group of cable operators? If you can do all ad (web, print, tv, radio) in one place and you can see detailed results, better than what the cable companies can show, then why not do it? The cable companies may be forced to let Google in. As you said Erick, who is better suited to rule, Google or a group of cable operators? If you can do all ad (web, print, tv, radio) in one place and you can see detailed results, better than what the cable companies can show, then why not do it?

]]> By: Ujwal http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029493 Ujwal Mon, 10 Mar 2008 21:10:13 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029493 open up guys open up ... otherwise fail... open up guys open up …

otherwise fail…

]]> By: Mike Mertz http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029492 Mike Mertz Mon, 10 Mar 2008 21:08:30 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029492 Cable companies are not doomed at all. In fact, I think that all this talk about Google TV, Adwords on TV, set top box data and Spot Runner only increases the relevance of cable television and the demise of broadcast TV. Broadcasters should be worried, yes, but not cable operators. Canoe will help standardize the oh-so fragmented cable industry and that could spell trouble for Google TV. Cable companies are not doomed at all. In fact, I think that all this talk about Google TV, Adwords on TV, set top box data and Spot Runner only increases the relevance of cable television and the demise of broadcast TV. Broadcasters should be worried, yes, but not cable operators. Canoe will help standardize the oh-so fragmented cable industry and that could spell trouble for Google TV.

]]> By: Stefan Engeseth http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029487 Stefan Engeseth Mon, 10 Mar 2008 21:01:47 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029487 Google is moving fast but their solutions is many time coming from an tech corporate culture. They see the solutions and the money but not what it means for consumers - small business will provide not good advertising that will affect their media channel. But they will learn fast for this means less profit. Google is moving fast but their solutions is many time coming from an tech corporate culture. They see the solutions and the money but not what it means for consumers - small business will provide not good advertising that will affect their media channel. But they will learn fast for this means less profit.

]]> By: Robert Seidman http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029439 Robert Seidman Mon, 10 Mar 2008 20:33:43 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029439 Mike T (#2) the cable and phone companies will just charge you more for the high speed internet access. Projecting doom for those providing the bandwidth!? Pssh. Mike T (#2) the cable and phone companies will just charge you more for the high speed internet access. Projecting doom for those providing the bandwidth!? Pssh.

]]> By: Aidan Henry http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029414 Aidan Henry Mon, 10 Mar 2008 20:18:40 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029414 This is a sinking ship... pun intended. Cheers, Aidan www.MappingTheWeb.com This is a sinking ship… pun intended.

Cheers,
Aidan
http://www.MappingTheWeb.com

]]> By: Dan http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029411 Dan Mon, 10 Mar 2008 20:17:07 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029411 There are Google 411-info billboards....already... There are Google 411-info billboards….already…

]]> By: Saptarshi http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029373 Saptarshi Mon, 10 Mar 2008 19:54:21 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029373 And I thought all the couch-potatoes of the world were starting to move to the internet from the TV sets... Does Google do outdoor advertising like hoardings and those electronic billboards?? I'm sure they'll move there as well, if they aren't already doing it!! And I thought all the couch-potatoes of the world were starting to move to the internet from the TV sets… Does Google do outdoor advertising like hoardings and those electronic billboards?? I’m sure they’ll move there as well, if they aren’t already doing it!!

]]> By: Dan http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029328 Dan Mon, 10 Mar 2008 19:21:45 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029328 Google TV is coming ......soon. Trust me....by 9/1...we will be able to put ads on TV (think GooglePrint...GoogleRadio) Google TV is coming ……soon.

Trust me….by 9/1…we will be able to put ads on TV (think GooglePrint…GoogleRadio)

]]> By: Joe Hunkins http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029307 Joe Hunkins Mon, 10 Mar 2008 19:04:45 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029307 I usually think of cable companies as big megaconglomerated monsters who exploit their monopoly and prey on subscribers. But those guys in your Canoe picture are the cutest little fellows I've ever seen! I must have been wrong about them? I usually think of cable companies as big megaconglomerated monsters who exploit their monopoly and prey on subscribers.

But those guys in your Canoe picture are the cutest little fellows I’ve ever seen! I must have been wrong about them?

]]> By: MikeT http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029287 MikeT Mon, 10 Mar 2008 18:49:04 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029287 With current trends of the Internet (higher speed, many shows on demand, high-quality streaming from PC to TV, Joost & others), the cable industry is so doomed... Nice try though... With current trends of the Internet (higher speed, many shows on demand, high-quality streaming from PC to TV, Joost & others), the cable industry is so doomed…
Nice try though…

]]> By: JasonH http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029262 JasonH Mon, 10 Mar 2008 18:38:46 +0000 http://www.techcrunch.com/2008/03/10/project-canoe-cable-companies-paddle-to-catch-up-to-google-in-targeted-tv-ads/#comment-2029262 Perhaps the first line in Google's Crunchbase summary should be revised to "Google is primarily a [media advertising] service aiming to organize ..." Perhaps the first line in Google’s Crunchbase summary should be revised to “Google is primarily a [media advertising] service aiming to organize …”

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