Canoe Ventures was named a 2011 Innovation Award winner by the Direct Marketing Association for its request for information (RFI) campaign.

Canoe Ventures, which is financially backed by Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision and Bright House Networks, received its award yesterday during the DMA 2011 Annual Conference & Exhibition in Boston. Canoe Ventures and Google were the primary sponsors of the awards.

To determine the awards, a panel of judges reviewed nominations and looked for advancements in marketing technology. The innovations could be new-to-market offerings, standing solutions addressing complex business problems, market-leading solutions, and/or new approaches that improve the efficiency or effectiveness of direct marketing programs.

"The proliferation of leading-edge solutions and technologies has made this the toughest year of selections in the three years since the program started," said Bruce Biegel, managing director of the Winterberry Group and an Innovation Awards judge. "We are extremely proud of the winners, as I know their solutions will be the new game-changing moments in marketing technology."

Canoe was a winner in the DMA's "Digital Media Marketing" category for its RFI product, a national interactive television (iTV) application that allows for the enhancement of advertising with interactive overlays that allow viewers to request additional samples, coupons, information or other offers with simple selections using their remote.

Last year, Canoe Ventures launched its EBIF-based request for information (RFI) product offering, which, thanks largely to Comcast, is currently enabled in 22 million households across the nation.

"National interactive TV service is a significant leap forward in the capabilities available to direct marketers and advertisers who use television," said Canoe Ventures CEO Kathy Timko. "With our RFI product, advertisers can connect directly with interested viewers while enhancing brand factors that are good for their business, including awareness, opinion and purchase intent. We are pleased to receive this honor from the DMA on behalf of the cable companies that founded us and that collaborated to make national iTV a reality."

Programmers taking part in the RFI campaign include AMC, The Style Network, E!, Bravo, Discovery Channel, History Channel and USA Network.