Why Should Advertisers Care About Canvas
by Nigel Walley - May 2009
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Project Canvas is an initiative being run by the BBC, with support from ITV and BT, which is intended to define the capabilities of the next generation of Freeview and Freesat boxes. In particular it is intended to help the free-to-air market adopt the kind of new on-demand functionality that has arrived on Virgin, and is soon to be launched on Sky. The project team intend to create a software specification that will be offered in an open, non-commercial way, to set top box (STB) manufacturers to create the next generation of boxes, which are anticipated to have broadband connections in them (as per the current BT Vision boxes).
In this paper we make the case that both the BBC Trust and OFCOM need to give this project clearance, however, the advertising industry must be represented at the highest level of the project. Having been dramatically under-served by both Freeview and Freesat, there needs to be a co-ordinating voice from UK advertisers to ensure that Canvas includes the breakthrough ad formats that are emerging on the UK’s pay platforms. For advertisers, this project is too important to be led by the BBC.