Donavan Data Systems is lending its support to Canoe Ventures' advanced advertising offerings by developing technology within its cable TV buying systems that supports Canoe.

Donovan Data Systems (DDS), which is one of the top system and software providers in the advertising industry, has been working with MSO-backed Canoe Ventures over the past six months to better understand the way interactive television (iTV) affects the buying process – given the variety of ways that consumers can interact with and respond to iTV options – and to facilitate the adoption of advanced TV solutions by brands.

Based on their joint research, DDS will be integrating iTV functionality into its cable network systems.

"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 of 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."

Canoe and DDS made their announcement this morning at the Transformation 2011 conference of the American Association of Advertising Agencies in Austin, Texas.

Canoe Ventures, which is backed by Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision and Bright House Networks, launched its request for information (RFI) campaign last summer with three cable networks.

Canoe said its interactivity platform will soon be available on seven national cable networks, and there are plans for rapid expansion to more networks this year. With nearly 20 million households, Canoe said it has the largest national iTV platform in the nation, touching 18 of the top-25 designated market areas (DMAs).

In 2010, DDS media buying software processed more than $40 billion of the total TV billings in the U.S. market, more than $15 billion of which were cable buys. DDS clients include eight of the top-10 U.S. media agencies.