Beachfront unlocks VOD ad inventory from networks in the Canoe ecosystem

Thursday, November 12th, 2020 
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Beachfront Unlocks Premium TV Inventory from Networks Utilizing the Canoe Ventures MVPD VOD Ecosystem

  • Agencies, brands and DSPs who partner with Beachfront can now purchase premium video ad inventory in real time from select TV networks who utilize Canoe

NEW YORK — Beachfront, the convergent TV ad platform for media owners, distributors and buyers, today announced details of its work with Canoe, an advertising technology and services company dedicated to providing revenue-generating solutions to national TV networks.

Effective immediately, agencies, brands and demand-side platforms (DSPs) who utilize Beachfront can access and purchase premium video-on-demand (VOD) ad inventory from TV networks that plays out across Canoe’s 38 million household MVPD VOD footprint. Enabled for buying on an audience basis, this inventory empowers Beachfront’s media buying partners to reach highly-engaged VOD viewers at scale.

“We’re constantly seeking innovative ways to help complement our TV networks customers’ ad sales teams with new solutions to monetize the long-tail of their premium VOD inventory,” said Canoe CRO Ed Knudson. “Unlocking VOD inventory to a new class of ad buyers helps ensure networks get the most value out of their programming, which is particularly helpful at a time when on-demand viewing is on the rise.”

“Traditional TV inventory is still a big piece of the pie that many modern digital-oriented ad buyers don’t have access to,” said Adam Helfgott, CEO at MadHive, an enterprise software platform building tools to help TV go digital. “We’re excited to leverage our relationship with Beachfront to offer this unique set-top box VOD inventory to our ad buying partners.”

Variety recently reported a 30% year-to-year jump in video-on-demand viewing, according to data from Comscore. This trend is converging with a dramatic increase in new brands entering the TV advertising market for the first time. Ad Age also reported a nearly 26% increase in brands — 1,247 total — that were advertising on TV in April 2020 versus the year prior, according to data from iSpot.tv.

“Sophisticated, digital-oriented ad buyers understand impressions are way up across the convergent TV ecosystem in 2020, but they’ve historically lacked easy pathways to accessing TV Network’s ad inventory on MVPD’s VOD platforms,” said Beachfront CEO Chris Maccaro. “We’ve spent the last several years tackling the technological hurdles to make it easy for any ad buyer to access these premium video impressions, while also laying the groundwork for future addressable-enabled solutions.”

This announcement marks significant progress of Beachfront’s first-to-market STB VOD solution launched in April 2019.

Links: Beachfront; Canoe