BlackArrow, a worldwide provider of TV advertising and data solutions,
today announced that it has deployed dynamic ad insertion (DAI)
capabilities for on-demand content that is delivered to internet
connected devices such as tablets, smartphones and laptops. Time Warner
Cable (NYSE: TWC), which has already deployed BlackArrow’s solutions for
their linear over IP and traditional VOD platforms, is the first
customer to deploy BlackArrow’s solution for internet delivered
on-demand content into the market.
TV viewers are shifting their video consumption to on-demand viewing and
on multiple screens. The average time a viewer spends watching
time-shifted content has increased in the last year to over 14 hours per
month and on-demand content now reaches more than 173 million people per
month.* Viewing on internet connected devices and smartphones has also
increased by 60% in the last year to over 12 hours per month on average
per person.* By using BlackArrow’s system, pay-TV providers will be able
to centralize the management of their ad campaigns, business policies,
reporting, and ad execution across their full spectrum of viewing
platforms. Having BlackArrow’s solutions deployed across traditional and
IP delivery platforms serving linear and on-demand content allows
advertisers to comprehensively reach viewers wherever and whenever they
are watching.
“Time Warner Cable has invested heavily in bringing multi-screen and
time-shifted viewing options like Video On Demand and our TWC TV app to
our customers,” said Joan Gillman, Executive Vice President and COO,
Time Warner Cable Media. “It is an added benefit that we have been able
to work with BlackArrow and other partners to also help us bring highly
targeted and dynamic advertising solutions to these platforms for our
programming and advertising partners.”
“The application of data and technology is changing the television
landscape,” said Mike Bologna, President at MODI Media, GroupM. “Our
ability to insert commercials to specific segments within television
programming is a very powerful tool for advertisers of all sizes.”
With BlackArrow’s solution for on-demand content delivered over IP,
pay-TV providers can offer capabilities that will help the industry
monetize TV viewed anytime, anywhere such as:
-
Cross-platform management of affiliate and business policies,
placement opportunities and ad decisioning and routing rules.
-
Campaign execution across multiple viewing platforms and digital-like
performance metrics.
-
Definition of precise, custom audience segmentations based on
household attributes and the ability to refine segmentations to
optimize results.
“Time Warner Cable is a leader in launching advanced advertising
solutions across their customer viewing platforms,” said Nick Troiano,
President of BlackArrow. “With this deployment, we are driving the
industry forward by helping the ad supported ecosystem capitalize on
opportunities in this new world of TV viewing.”
Sourcing
* Nielsen Total Audience Report |Q3 2014
(December 2014)
About The BlackArrow Advanced Advertising System
The BlackArrow Advanced Advertising System helps service providers
manage the technological complexities and business issues associated
with advertising across on-demand and linear programming delivered to TV
and devices over traditional or IP infrastructures. 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 provider of TV advertising and data solutions.
Reaching over 37 million homes and trusted by the world’s largest
service providers such as Comcast, Time Warner Cable, Virgin Media,
Rogers Communications, and Bright House Networks, the company helps the
pay-TV industry monetize video delivered to any screen at any time.
Through a suite of integrated products, the company helps the pay-TV
industry increase revenues by delivering more timely and efficient sales
and marketing messages, extend TV services new screens, and gain
real-time measurement and audience insights across multiple screens.
BlackArrow is privately held, and backed by Cisco Systems (NASDAQ:CSCO),
Comcast Ventures, Intel Capital (NASDAQ:INTC), Google (NASDAQ:GOOG),
Mayfield Fund, Polaris Venture Partners and Time Warner Cable
(NYSE:TWC). The company has offices in New York City, London and San
Jose, Calif. www.blackarrow.tv
Copyright Business Wire 2015