Arthur Orduna
CTO
Canoe Ventures
Why Him? Cable hasn’t given up on addressable ads and interactive TV. Far from it. The industry is counting on Canoe to lead the way. “The opportunity is anything from a traditional 30-second spot to a preview clip of a favorite TV series that happens to be ad-sponsored to an RFI click for a sample of gum by a gum lover,” Canoe’s blazing-smart CTO Orduna says.
What Consumers Want: “To not ‘watch an ad,’ but instead to be presented a highly relevant opportunity in an entertaining, convenient and comfortable way.”
Most Exciting Digital Opportunity for Cable: “‘ITV’ Interactive Television – it’s finally happening at a real scale, thanks to EBIF and Tru2Way deployments by the MSOs. And thanks to decisions to develop EBIF and Tru2Way programming, advertising and applications by national programmers and MSO product managers.”
Favorite Digital Toy: “The Comcast Media Center.”
In 10 Years Cable Will Be: “70 years old.”
What You Miss About The Old Analog Days: “As kids, my brother and I hearing but not being able to watch The Playboy Channel since we couldn’t convince our parents to subscribe. It was great preparation for dating in high school.”
Most Valuable Trait For A Digital Executive: “Long battery life.”
