BlackArrow, a worldwide provider of TV advertising and data solutions,
today announced a turnkey, scalable solution for automating the
workflows and operations required to implement Nielsen’s On-Demand
Commercial Ratings (ODCR). Nielsen shared the successful completion of a
technical test with Comcast in late 2013 and is currently working to
bring ODCR to market by socializing the concept with various client
constituencies.
Working within the current linear television landscape, ODCR enables
content owners, distributors and advertisers to better leverage
advertising opportunities inherent in time-shifted content. Under the
current linear television business model, program minutes that contain
national commercials are averaged together and aggregated for up to 7
days of viewing. The majority of existing national advertising deals
include up to 3 days of viewing contribution (also known as C3).
Specifically, this technology allows for current commercial loads to be
inserted into older episodes of the same program on-demand, extending
the opportunity to monetize older content.
BlackArrow’s dynamic ad insertion technology allows for current
commercials to be effectively managed and inserted into the appropriate,
qualified programming. This technology, built on BlackArrow’s existing
platform, provides a proven solution to support the scale required for a
successful, national implementation if adopted by the industry.
“VOD has quickly become a key platform for TV audiences – especially for
the viewing of primetime TV shows,” said Dean McCormick at BlackArrow.
“BlackArrow’s support of Nielsen’s On Demand Commercial Ratings provides
our customers another valuable solution in their efforts to build a
sustainable on-demand TV business model for themselves and their
affiliates.”
“At a time when consumers expect content to be available on multiple
screens whenever they want it, Nielsen is developing solutions to help
our clients further monetize their content and maximize the value of
their business models,” said Brian Fuhrer, SVP, Nielsen. “BlackArrow
works closely with many of our clients to extend the value of their
content.”
Learn more about BlackArrow and their full suite of advertising and data
products at BlackArrow’s booth, #2501, at the NCTA Cable Show, April
29-May 1.
About The BlackArrow Advanced Advertising System
The BlackArrow Advanced Advertising System helps service providers
manage the technological complexities and business issues associated
with advanced advertising. For pay-TV service providers, BlackArrow
Central offers a central, open, standards-based platform for managing
placement opportunities, business rules and ad policies, and for
controlling real-time ad routing and return path data aggregation.
BlackArrow Campaign enables ad sales and marketing organizations to
define, manage and monetize multiplatform advertising campaigns.
BlackArrow Audience enables pay-TV providers to aggregate disparate
sources of customer information into a single view for enabling the
delivery of relevant advertising to the appropriate audience. BlackArrow
Linear manages the insertion of advertising and alternate content into
live/linear video streams. BlackArrow Analytics provides ad sales
organizations with verified on-demand ad impressions and reporting
against programs, markets/zones, dayparts, and audiences. For content
providers, the BlackArrow Affiliate offers advanced tools for managing
avails, or placement opportunities, as well as ad policies, ad sales
rights, and asset metadata.
About BlackArrow, Inc.
BlackArrow is a leading worldwide provider of advanced advertising
technology for New TV platforms. Reaching nearly 32 million homes,
BlackArrow’s advanced advertising software platform enables customers to
increase revenues by delivering more timely and efficient sales and
marketing messages, to extend TV business models and affiliate
partnerships to new platforms, and to gain real-time reporting and
measurement insights across multiple screens. BlackArrow is privately
held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Ventures,
Intel Capital (NASDAQ: INTC), Mayfield Fund, Motorola Mobility Ventures,
Polaris Venture Partners and Time Warner Cable. The company has offices
in New York City and San Jose, Calif. http://www.blackarrow.tv
Copyright Business Wire 2014