Why canoe ventures failed

Interactive TV has been on the wane. This was a warning shot for other ITV efforts, as we now know. Canoe surfaced in June , its mission to create a national infrastructure for advanced TV including interactive TV and addressable linear advertising so TV networks and big-brand advertisers could access those capabilities easily and at scale.

Canoe eventually did get about 25 million cable households assembled into a national interactive TV platform based on the extremely archaic EBIF technology. This closes the coffin lid on interactive TV ads for linear national TV networks.

There are just too many problems, among them technical matters as well as the fact that if a viewer interacts with an ad, the program goes on without them. Please enter email address to continue. Please enter valid email address to continue. Artboard Created with Sketch.

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Thank you for signing up to Multichannel News. Forgot your password? Subscribe today to gain access to every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases , first-look research and daily insights from Joe Mandese, Editor in Chief. Password Forgot? And on the other, the totally unanticipated, stunningly meteoric rise to NBA stardom of an undrafted Harvard grad named Jeremy Lin.

And, yes for this avid hoopster, all analogies, metaphors, and business lessons these days pass through the Land of Lin. The effective sinking of Canoe sorry marks a significant milestone for our industry. We collectively have big hopes for addressable advertising, but the dream is not to be realized, at least not through Canoe.

David Verklin and Kathy Timko -- both phenomenally smart and accomplished executives -- did the best they could. So this was a structural issue, not a strategic one.