TVA Group, in collaboration with Videotron, has introduced video-on-demand (VOD) digital advertising on its Helix VOD terminals for all TVA Group content, including programming on the TVA conventional network and the group’s specialty channels. The new video inventory is available via direct sales, as well as programmatic options such as private auctions, preferred deals and programmatic guaranteed. This is the first phase in the deployment of a major video advertising offering and new digital inventory touchpoints are expected in the next few months.

“This deployment is a huge milestone towards delivering a global video offering that bridges the gap between the digital and TV worlds,” says Patrick Jutras, president of MELS and chief advertising revenue officer for Quebecor & TVA Group. “In addition, we’re introducing an innovative audience development capability based on the viewing behaviours of Helix terminal users – a significant leap forward for our audience offering.”

The new video inventory has been added to the existing TVA+ offering. TVA says the new digital VOD ad offering guarantees maximum visibility for advertisers, giving them the opportunity to make meaningful connections with their audiences and TVA Group brands on every screen in its ecosystem.

MELS Studios and Postproduction is part of TVA Group and is well-known in the film industry.