U.S. satellite joins cable in unified addressable TV workflow system
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John Moulding
| 19 October 2023
4 U.S. satellite joins cable in unified addressable TV workflow system
Canoe Ventures is adding the two large U.S. satellite operators DIRECTV and DISH to the common technology platform used to enable unified addressable TV campaigns and workflows across multiple Pay TV operators and the partner content they carry.

Canoe Ventures already serves multiple cable operators, and satellite homes are now being added to the unified workflow system for the first time. The expansion will create the largest aggregated addressable advertising footprint in the U.S. for programmers who want to enable their national inventory for targeting, in partnership with MVPDs.

Canoe is working with Invidi, which provides the ad server technology for DIRECTV and DISH, to complete the integrations.

AMC Networks and Warner Bros. Discovery are the launch partners for addressable enablement via Canoe on satellite. This means the inventory they own, when their content is shown in satellite Pay TV homes, can be made available to advertisers for targeting via the Canoe system – which is the same one used to manage addressable spots on other Pay TV operators.

This common approach encourages greater use of addressable TV advertising by simplifying it for buyers. It means greater scale for the Canoe addressable advertising solution, which is already backed by major programmers. That solution now reaches 54 million U.S. homes.

David Porter, CEO at Canoe Ventures, explains; “In the intricate world of MVPDs, each endpoint has distinct, and sometimes complex, nuances. We empower programmers to run addressable advertising campaigns in a more streamlined manner in today’s fragmented and complicated TV ad landscape.”

Canoe’s unified workflow allows programmers to build an audience, pitch creatives and define a campaign’s parameters once for use across multiple Pay TV platforms, removing duplications and inefficiencies. Canoe ensures all endpoints receive the necessary assets and instructions for launching and executing a campaign. Audience onboarding, campaign management, order entry and reporting are all covered by the unified approach.

The programmers (and their addressable advertisers) do not have to concern themselves with navigating across different interfaces, systems and technologies for executing addressable TV.

National programmers (U.S. networks/broadcasters, who own the vast majority of inventory per hour when their content is carried on an MVPD platform) are now able to run Canoe addressable campaigns on linear and VOD across an aggregate footprint spanning satellite and cable.

“We applaud Canoe for helping to drive scale in the addressable advertising space,” says Tim Myers, Head of Strategy, Products, and Enterprise Partnerships at DISH Media. “The addition of satellite households means programmers can now offer a true national addressable solution with a unified workflow, providing more value and reach for marketers.”

Matt Van Houten, SVP, Product, Business Development at DIRECTV Advertising, adds: “We’re looking forward to this new partnership with Canoe, which will provide programmers with more inventory and households, translating to greater value, scale and reach for marketers.”