Everstream--a provider of software for data collection, audience measurement, and dynamic advertising, which was acquired last year by VOD equipment provider, Concurrent Computer--says that etc.tv is using its Campaign Director software to enable its "telescopic advertising" service (allows linking, via overlaid visual cues, from 30- second linear commercial spots to long-form advertising content hosted on cable operators' VOD platforms, as well as to tcommerce opportunities), and to provide the service with comprehensive audience-measurement and campaign-performance analysis. etc.tv's service began its first major deployment in April--a market trial with the "illico" digital TV service of French-Canadian cable operator, Videotron. The illico launch also represents the first major North American deployment of Campaign Director. According to Everstream, Campaign Director allows etc.tv to provide timely data to advertisers and their agencies both on linear (live) advertising views by household and on interested consumers opting in to long-form, on-demand content. Everstream and etc.tv have been collaborating on telescopic advertising solutions for nearly four years: "This represents a very significant milestone in the next generation of television advertising," Everstream president, Charlie Lougheed, said in a prepared statement. "When we began working with etc.tv almost four years ago, we recognized etc.tv's approach was something fundamentally different. etc.tv's model effectively marries best-of-breed technology with key stakeholders to enable a sustainable ecosystem that meets the needs of consumers, advertisers, their agencies, national broadcasters and their rep houses, as well as cable operators. etc.tv and Everstream turned out to be a great fit to bring this solution to market."
The illico trial will take place through the summer, providing telescopic on-demand advertising to around 500,000 digital subscribers in Quebec. A full commercial launch of the etc.tv service is expected to follow the trial. Later in the year, etc.tv plans to expand its service into English-speaking Canada via agreements with the country's major cable operators and with an unnamed "national English broadcast network." The company says that it hopes to eventually offer "a nationally deployed, turn-key advertising-on-demand network operating in Canada and the US."
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