Donovan Data Systems to Integrate Canoe’s iTV Response Data
NEW YORK, NY – Canoe Ventures, a joint initiative founded by the leading U.S. cable television companies, and Donovan Data Systems (DDS), the advertising industry’s preeminent provider of software and systems, today announced that DDS is developing technology within its cable TV buying systems to support Canoe Ventures’ advanced advertising solutions.
The announcement came at the Transformation 2011 conference of the American Association of Advertising Agencies in Austin, TX.
Canoe is creating advanced advertising solutions for TV, including iTV services which enable digital cable viewers to engage more deeply with TV commercials using their remote controls. DDS is in the process of enhancing its industry leading cable TV buying software so that it can accommodate all aspects of the iTV buy, including the receipt of various response data from consumers.
With nearly 20 million households, Canoe has the largest national iTV platform in the U.S., touching 18 of the top 25 designated market areas (DMAs). The cable operators started Canoe to make advanced TV solutions easier to buy, use and measure nationally. In 2010, Canoe launched its first interactive product called RFI (Request for Information) with three cable networks. RFI enables viewers to request information, samples or coupons during commercial breaks on national network inventory simply by using their remote controls. Canoe-enabled interactivity will soon to be available on seven national cable networks, and there are plans for rapid expansion to more networks this year.
“2011 will be remembered as the year that interactive television became a part of the decision-making considerations of media buyers, and DDS’ commitment to helping its agency clients manage national iTV campaigns demonstrates the importance that advanced TV advertising will play in marketing,” said David Verklin, CEO, Canoe Ventures. “With Americans watching more TV than ever before, television remains an incredibly important investment in many brands’ marketing mix. Canoe Ventures is developing interactive solutions that enable television advertisers to engage consumers more meaningfully, enhancing advertisers’ investments. The systems integration initiative with DDS is an important advance that supports the interactive TV advertising revolution.”
“We’re excited about the innovations happening in the TV space and are particularly proud to be working with Canoe. Its leadership in driving advanced television solutions has been key for the industry,” said Michael Donovan, chairman and CEO, DDS. “The power of television is increasing and we are committed to supporting agencies as they exploit the new opportunities that advanced, more interactive TV will bring.”
DDS and Canoe Ventures have been working together for the past six months to better understand the way iTV affects the buying process—given the variety of ways that consumers can interact with and respond to iTV options—and to facilitate the adoption of advanced TV solutions by brands. Based on this research, DDS will be integrating iTV functionality into its cable network systems. In 2010, DDS media buying software processed over $40 billion of the total TV billings in the U.S. market, over $15 billion of which were cable buys. DDS clients include eight of the top ten U.S. media agencies.
Donovan Data Systems is the advertising industry’s leading systems and software provider. In the rapidly evolving world of media, developments including interactive and addressable television, new types of audience metrics and increased video-on-demand availability, present new challenges and opportunities for all stakeholders. DDS is working in collaboration with its clients and partners to identify, analyze and standardize business processes, to ensure that its clients benefit from unmatched execution and interoperability with industry players. For more about DDS, visit: donovandata.com
About Canoe Ventures:
Canoe Ventures, LLC is a company founded by the nation’s leading cable operators including Bright House Networks, Cablevision Systems Corporation, Charter Communications, Inc., Comcast Corporation, Cox Communications Inc., and Time Warner Cable. The company’s mission is to make cable’s advanced television solutions easier to buy, use and measure on a national scale. Canoe is based in New York and also maintains an engineering office and lab in Colorado. canoeventures.com