In 1996, David Weiss defined "advanced television" in his book, Issues in Advanced Television Technology[1] to describe "an agglomeration of techniques, based largely on digital signal processing and transmission, that permits far more program material to be carried through channels than existing analog systems can manage.
The power players on the buying side: the media agents who can pool the interests and experiences of their marketer clients have a "wait and see" mindset until more conclusive evidence of effectiveness can be presented.
Sponsors and their agencies might break the logjam by making upfront investments in experimenting with Advanced Television and with new programming that delivers value to the audiences that marketers seek to motivate and activate.
Canoe faces meaningful challenges in coordinating technical, sales and operational staff across thousands of varying units of infrastructure.
Armed with hundreds of millions of dollars from the six largest cable operators (Comcast, Time Warner, Cox, Cablevision, Charter and Brighthouse), Canoe is in the process of rolling out a scaled down version of its first ad-targeting product, called community addressable messaging.