SAN JOSE, Calif., June 1, 2011 /PRNewswire/ -- BlackArrow, a
leading worldwide provider of advanced advertising solutions for
New Television platforms, today announced a set of sophisticated
enhancements to the BlackArrow Advanced Advertising System that
unlock the value of advertising within video-on-demand (VOD). These
capabilities, which include robust, dynamic mid-roll functionality,
as well as application programming interfaces (APIs) that support
integrated workflows with third-party advertising systems, offer
significant new revenue opportunities for local and national
advertising sales teams and operational efficiencies for operators
and programmers alike.
Dynamic mid-roll ad insertion expands the market opportunity for
VOD advertising by enabling inventory owners to develop flexible
new advertising business models that support both existing
time-shifted television currencies such as Nielsen's C3, as well as
new ad packaging strategies that contemplate multiple broadcast
windows or other targeting criteria. Through the use of standard
broadcast metadata, the BlackArrow solution inserts advertising
during time- and context-specific points in any program and enables
programmers to replace – or skip altogether – any ads bound to an
original static VOD asset.
These new capabilities, coupled with the existing ad policy
functionality in the BlackArrow system, also provide the associated
benefit of single pitch. Programmers will now be able to pitch a
program asset once and leverage the same asset for static or
dynamic VOD distribution, along with the corresponding flexibility
to swap-out ad copy, ad creative, ad loads and other parameters
without incurring the incremental costs of re-encoding and
redistributing assets.
In addition, the new release includes a series of APIs that
facilitate the flow of VOD orders from existing, third-party linear
or online ad systems into the BlackArrow System for execution. This
affords BlackArrow clients with extensive choice and flexibility in
the design of their advertising workflows, and simplifies
operations by leveraging the systems and processes already in place
without retooling.
"VOD is more than a viewing platform, it is a form of advanced
television that can support a much richer and more complex
advertising environment," said Chris
Hock, senior vice president, product management for
BlackArrow. "The latest version of the BlackArrow Advanced
Advertising System is a feature-rich release that offers
market-driving advanced advertising capabilities — combining the
flexibility and monetization of TV-based advertising with the
efficiencies and scale of digital distribution."
New feature highlights summary:
- New dynamic mid-roll capabilities for VOD content significantly
increases revenue opportunities
- Automated control over ad-load and trick-mode policies enable
new, broadcast-date aware business models
- Innovative single-pitch asset-handling reduces costs and
operational complexities by leveraging a single asset across
multiple broadcast windows and operators
- Support for existing linear and online ad systems via APIs now
streamlines VOD advertising workflows
About The BlackArrow Advanced Advertising System
The BlackArrow Advanced Advertising System is designed
specifically for the technological complexities and business issues
within on-demand television advertising environments. The
BlackArrow Sales Suite enables ad sales organizations to define,
manage and monetize multiplatform, multioperator advertising
campaigns to reach audiences who increasingly consume time-shifted
programming on their televisions, computers, mobile and handheld
devices. For content distributors, the BlackArrow Decision Suite
offers powerful ad decisioning and proven system interoperability
to streamline deployment in complex cable and distribution
environments.
About BlackArrow, Inc.
BlackArrow is a leading worldwide provider of advanced
advertising technology for New Television platforms. The company's
multiplatform advertising system is designed specifically for video
content distributed over any on-demand platform, enabling networks
and content distributors to maximize advertising revenues.
BlackArrow is privately held, and backed by Cisco Systems (NASDAQ:
CSCO), Comcast Interactive Capital, Intel Capital (NASDAQ: INTC),
Mayfield Fund, Motorola Ventures (NYSE: MOT), NDS Group,
LTD., Polaris Venture Partners and Time Warner Cable. The company
has offices in New York City and
San Jose, Calif.
http://www.blackarrow.tv
BlackArrow is a trademark of BlackArrow, Inc. All other
trademarks are property of their respective owners.
SOURCE BlackArrow