What We Do

Cannella is a video media company obsessed with results.

Short-form, mid-form and long-form performance based media planning, buying and management services

As one of the most established and experienced DRTV agencies in the US, Cannella provides short-form, mid-form and long-form performance based media planning, buying and management services. We supply our clients with access across 1,100 local broadcast stations, national and regional cable networks and our proprietary network of CPA TV media inventory. But we also provide the insight, analytics and experience to understand how to best put that inventory to use in order to maximize the ROI potential for a successful television campaign. 

Our expertise doesn’t stop there. Because of our deep understanding of what it takes for a program to be successful and first-hand experience across the spectrum of verticals and media opportunities, we’re able to connect our advertisers with their target audience outside of traditional television thanks to our Advanced TV platform.  Our advanced TV process is unique in its own because we emphasize on accountable, strategic, and hands-on management of the new advanced tech avail for CTV and cross-device video ads for today’s “TV Anywhere” audience.  Our ability to combine Streaming TV with traditional television media ensures our clients reach their maximum audience!   We also work closely with our clients in a consultative role to ensure their messaging, creative assets, support partners, etc. are best positioned to maximize ROI opportunities.

Significant access to effective and cost efficient media time across all platforms

We aggregate and manage the largest pool of national and regional cable, satellite, and OTT media inventory. On top of that, we’re constantly analyzing a wide array of media to accumulate a mix of premium inventory at rates that are proven to drive engagement at a positive ROI. Over thirty years of continuously building media plans has made Cannella the place to go for prime media.

Extensive and proprietary CPA networks

In addition to traditional media flighting, Cannella has aggregated a proprietary mix of inventory to provide our clients with a competitive advantage when running a successful campaign. Cannella clients have access to our long form and short form media platforms that are offered on a cost per action basis: no action, no pay. Cannella assumes the media risk. Additionally, for clients interested in Nielsen rated media, we can guarantee advertisers a locked-in CPM to help achieve reach and frequency goals without concern of run-away rates.

Our CPA platform allows marketers to more efficiently use their working capital during rapid expansion of a program or to achieve the critical mass needed to maintain a share leadership position… and all without any risk.

What people say about us

  • Over the course of my career, CRT continues to be a pillar within the advertising community. CRT remains at the forefront of forward thinking, as they always seem to have their eye on what might be next in our ever-changing, fast paced industry. CRT will always be valued partners of ours but more importantly, consider it a privilege having the opportunity to work with each of them on a daily basis.


    Tim Dowd


    Account Executive, Direct Response, Turner Entertainment & Sports

  • Cannella is our most trusted partner when it comes to our media campaigns. We know that they’ll execute flawlessly, even on tight timelines, and do whatever is needed to make it happen. Everyone from their account to traffic teams has their focus our success. In addition to their stellar performance, it’s this type of partnership that we’ve come to rely on over the years.


    Anjali Mirchandani 


    Tristar Products

  • Our partnership with Cannella Response Television over the years has been invaluable.  In an ever-changing media landscape, Cannella continues to set the bar for knowledge, experience, and professionalism.  Bill and his team are an absolute pleasure to work with.


    Mike Stephens


    Sales Manager at CBS Television Station Group 

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