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Cable Technology Feature Article

June 13, 2011

BlackArrow to Showcase Advanced Advertising System at Cable Show

By Rajani Baburajan, TMCnet Contributor

BlackArrow, a provider of advanced advertising solutions for New Television platforms, announced it will showcase enhancements to the BlackArrow Advanced Advertising System at The Cable Show in Chicago.

The BlackArrow Advanced Advertising System is designed to address the technological complexities and business issues within on-demand television advertising environments. It enables centralized, multiplatform advertising management across tablet, smartphone and television environments.

The BlackArrow Sales Suite enables ad sales organizations to define, manage and monetize multiplatform, multi-operator advertising campaigns to reach audiences who increasingly consume time-shifted programming on their televisions, computers, mobile and tablet devices.

“A unified approach to advertising management is critical to the success of advertising across a broad spectrum of on-demand environments and viewing devices,” said Dean Denhart, chief executive officer for BlackArrow, in a statement.

“Using the same BlackArrow Advanced Advertising System that already is in-market, operators and programmers can build comprehensive advertising strategies and business models suited to any on-demand platform, along with the new generation of untethered devices,” Denhart added.

The demonstration will feature new support for iOS- and Android (News - Alert)-based tablets and smartphones. It highlights BlackArrow's sophisticated suite of placement and ad management controls that provide customers with an integrated workflow for core elements of advanced advertising across multiple platforms.

The solution offers consistent addressability, integrated inventory allocation, ad packaging, and unified ad management and reporting, company officials said.

BlackArrow is also demonstrating the new features of its Advanced Advertising System in the context of a live VOD market scenario.

The demo includes dynamic ad insertion using scenarios that highlight broadcast-window based ad packaging, as well as integrated, "single pitch" workflows that enable programmers to use the same content assets for both static and dynamic VOD advertising.  

Recently BlackArrow announced new capabilities to BlackArrow Advanced Advertising System. These capabilities include robust, dynamic mid-roll functionality, as well as application programming interfaces (APIs) that support integrated workflows with third-party advertising systems.

Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.