NEW YORK, Feb. 7, 2012 /PRNewswire/ -- BlackArrow, a
worldwide provider of advanced advertising solutions for New
Television platforms, recently demonstrated sophisticated,
dynamic-advertising use cases that show how existing Pay-TV
business and inventory models can be extended to on-demand viewing
platforms.
At the CableLabs® Advertising and Interactive
Services Interop event in Louisville,
CO, BlackArrow showcased technical and business solutions
for allocating advertising inventory between service providers and
affiliate programming networks - on both national and local levels
- in adherence with the SCTE 130 standard. The demonstrations
leveraged the BlackArrow Advanced Advertising System to highlight
important workflow capabilities, including:
- Support for national and local ad splits via Stewardship and
Fulfillment Interfaces (SaFI), Campaign Information Package (CIP)
ingest, and SCTE 130 real-time ad-routing
- Mid-roll support via the BlackArrow Placement Opportunity
Information Service (POIS) and Content Information Service (CIS)
product modules
- A modular, scalable SCTE 130-based solution set for advanced
advertising
The demonstrations at CableLabs highlighted two approaches that
enable multiple advertising inventory owners, such as service
providers and programmers, to dynamically execute local and
national advertising campaigns within a single VOD program and
session.
One approach showed how programmers' national ad campaigns could
be flowed through the BlackArrow System for execution via the
CableLabs draft CIP 3.0 specification, enabling service providers
to exert full control over the ad decision and execution processes
by aggregating all ad campaign instructions within their own VOD
environments.
An alternative approach showed the execution of programmers'
national ad campaigns via real-time routing of ad requests to a
third-party Ad Decision Service (ADS) for fulfillment in adherence
with the SCTE 130 standard.
"The ability to bring proven Pay-TV models to multiscreen,
on-demand TV platforms is essential to foster rapid growth and to
build a thriving advertising ecosystem," said Joe Matarese, Chief Technology Officer,
BlackArrow. "BlackArrow's CableLabs Interop demonstrations showed
how service providers can meet their own advanced advertising
objectives, as well as those of national programmers, using
solutions that seamlessly integrate with the existing systems and
processes of all stakeholders."
In both the local and national advertising scenarios,
BlackArrow's POIS component determined the appropriate ad loads and
ad avail ownership rights, while the BlackArrow ADS module served
as an essential component to fulfill all ad campaigns. The
demonstrations also showcased BlackArrow's sophisticated mid-roll
technology that is currently deployed commercially by several
Tier-One cable system operators in North
America. The BlackArrow mid-roll technology effectively
grows the inventory available as part of multiscreen, on-demand
programming, and enables service providers to employ different
advertising-monetization strategies across various broadcast
windows.
About BlackArrow, Inc.
BlackArrow is a leading worldwide provider of advanced
advertising technology for New TV 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: MMI), 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.
CableLabs®, is a mark of Cable Television
Laboratories, Inc. All other trademarks are property of their
respective owners.
SOURCE BlackArrow