NEW YORK – BlackArrow, a worldwide provider of TV advertising and data solutions, 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.
“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”
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
