25% of impressions on digital devices

Canoe, the ad tech company owned by the top cable operators, said that it served commercials resulting in more than 6.2 billion impressions in on-demand programming in the third quarter.

So far this year, impressions are up 17%.

Digital and IP based devices now account for about 25% of the impressions. The other 75% are delivered via traditional QAM-based cable boxes.

The bulk of the impressions—81% are being bought by advertisers, while 19% are being used for TV network tune in spots. Of the ads bought by marketers, 90% were sold through direct sales teams, with 10% going through private marketplaces.

Canoe says ad load remain low during VOD programming, with an average of four ads appearing in mid-roll pods. Repetition of ads, a problem with VOD, is less of an issue with 72% of consumers seeing ads only once per episode.