Invision, whose DealMaker Ad Sales System is used by several cable networks, has worked with Canoe Ventures to allow its software to make sales of Canoe's interactive television marketing solutions.
Last month Canoe and Donovan Data Systems -- the top provider of software to advertising agencies -- said they are working to integrate support for Canoe's ITV ad solutions into the Donovan cable TV buying systems.
Invision claims its software helps manage the sale of more than $13 billion in annual TV advertising inventory. Its customers include: BET, Bloomberg, Bravo, CNBC, E!, Galavisión, GSN, G4, TV Guide Network, Hallmark Channel, NBC Universal, ION, Sony Pictures Television, Telemundo, Telefutura, WGN America, Azteca America, Univision, Warner Bros. and The Weather Channel.
"Invision's commitment to helping their network clients sell ITV solutions recognizes the importance that advanced advertising will play in the future of television," Canoe CEO David Verklin said in a statement. "It is essential that advanced TV inventory become easier to sell and buy. That's what Canoe is all about, and this commitment from Invision moves us still closer to the promise of better, more relevant and engaging television."
Canoe was formed in 2008 by the six biggest U.S. cable operators: Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision Systems and Bright House Networks.
Currently Canoe and its owners have enabled more than 18 million households, in 18 of the top 25 designated market areas, for interactive apps written to the Enhanced TV Binary Interchange Format spec. Last year, Canoe launched its first product, an interactive advertising solution, dubbed request for information (RFI), that lets viewers request information, samples or coupons from ITV overlays on 30-second network ads using their TV remote control.
Canoe-enabled interactivity is soon to be available on seven national cable networks: Discovery Channel; NBC Universal's Bravo and USA Network; A&E Television Networks' History, Comcast's E! and Style; and Rainbow Media's AMC.
Later this year, Invision expects to launch the DealMaker Crossroad platform, or DMC, which will integrate the Crossroad traffic system developed by Turner Broadcasting System. Invision inked a deal with Turner last fall giving it exclusive worldwide distribution rights to the Crossroad system. Also on deck is DealMaker Digital, a digital ad sales planning and management system.