Canoe Connects With Donavan Data Systems

Donovan Data and Canoe Ventures bring advanced TV advertising to agencies and advertisers

March 7, 2011

2 Min Read

NEW YORK -- 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 Venture' 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."

Canoe Ventures LLC

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