New Roster of TV Programmers Tap Beachfront and Canoe to Optimize Ad Revenues Across Convergent TV Platforms
AFRO TV, EPIX, It’s Real Good TV, Kabillion, ToonAVision, and TV One Now Utilize Beachfront And Canoe For Unified Ad Serving and Service Assurance Across CTV And Traditional Set-Top Box TV
Beachfront, the sell-side ad server built for convergent TV, and Canoe Ventures, an addressable TV technology and services company, today announced that an enhanced list of TV programmers are adopting Beachfront’s unified ad serving technology alongside Canoe’s Service Assurance offering to drive advertising revenue and tune-in across disparate TV environments.
Solving for crucial fragmentation challenges, Beachfront’s sell-side ad serving technology makes monetization of traditional set-top box TV and connected TV ad inventory interoperable for clients. Canoe’s Service Assurance, when integrated with Beachfront, allows TV programmers to gain additional benefits including monitoring and fixing of technical issues that impact revenue. Initial programmers deploying platforms and campaigns with Beachfront include AFRO TV, It’s Real Good TV, Kabillion, ToonAVision, and TV One, with EPIX utilizing for in-house promos.
“Unified ad serving across CTV and set-top box VOD supply is critical functionality that programmers are demanding as the lines between platforms continue to blur,” said Chris Maccaro, CEO at Beachfront. “Enabling interoperability of TV ad inventory for our clients and their ad operations teams is a feat that many platforms have been unable to accomplish. We’re thrilled to bolster our existing partnership with Canoe in a way that unlocks new revenue streams and more cost-efficient monetization options for programmers, and affords brands easier access to premium, cross-screen TV inventory.”
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Programmers utilizing Canoe and Beachfront for campaign management and ad serving can uniformly service their direct-sold deals across CTV and set-top box VOD environments. Current programmers have already complimented these direct-sold deals with programmatic monetization from Beachfront’s marketplace and backfill from Canoe to drive greater demand density and inventory yield. With this offering, programmers are also able to curate private marketplace (PMP) deals that comprise CTV and set-top box VOD inventory, making it more efficient and compelling for advertising partners to purchase their inventory.
“As the television landscape continues to fragment across traditional and streaming environments, programmers and media buyers alike are seeking more uniform ways to execute, service, and optimize their advertising campaigns,” said Mark Shepard, SVP and GM, Core DAI at Canoe. “Being able to offer campaign management through our existing Service Assurance offering and Beachfront’s ad server solves a major headache for our partners, streamlining the process of monetizing CTV and traditional TV ad inventory for programmers.”
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TV Programmers working with Beachfront and Canoe benefit from:
- Efficiency gains: The ability to manage all creatives and buyer relationships across both CTV and STB environments in a single platform unlocks operational efficiencies for partners.
- Increased revenue: Managing inventory holistically allows programmers to drive yield and achieve fluidity across their supply pools, irrespective of the transmission protocol.
- Pristine viewer ad experiences: Canoe’s Service Assurance rigor coupled with Beachfront’s ability to honor competitive separation and deduplication rules enables programmers to deliver pristine ad experiences to their viewers.
Here’s what TV programmers are saying:
“Being able to scale our ad business across our traditional cable VOD and IPTV platforms are crucial to TV One’s growth,” said John Fant, SVP Network Operations, TV One. “And having great software and service like this optimizes our ad revenue possibilities.”
“Servicing our traditional distribution end points in Canada while growing in the United States is important to ToonAVision,” said Adam Mimnagh, President, ToonAVision. “Having Beachfront and Canoe together supporting that growth has been extremely beneficial.”
“Canoe has been at the forefront of advertising on TV, and now with the addition of Beachfront and the ability to combine CTV and STB VOD, we see the future growth to be exponential,” said Stevan Levy, President of Programming and Operations, Kabillion.
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Similarly, with this solution, agencies and advertisers gain the ability to buy premium CTV and set-top box TV ad inventory through a single private marketplace. This capability enables media buying teams to seamlessly reach both cord-cutters and cord-keepers across click-to-play, brand-safe supply that is often delivered on the largest screen in the home.
The accelerated adoption rate for the offering speaks to the growing demand for uniform campaign management tools, and represents an expansion of Beachfront and Canoe’s existing partnership. In 2020, Beachfront enabled premium TV inventory from networks utilizing the Canoe MVPD VOD ecosystem to be bought and sold programmatically and in real-time.