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Cable Technology Feature Article

August 17, 2009

Sigma Systems, BlackArrow and ARRIS Team to Intro a Joint Advertising Solution

By Anshu Shrivastava, TMCnet Contributor

Sigma Systems, BlackArrow, and ARRIS have together introduced for the multiple system operators community a joint advertising solution that allows cable TV operators to cross-promote their services to subscribers in video on demand environments.
With this latest solution, cable operators will be able to launch in-house campaigns to cross-promote their services to their existing subscribers, according to companies’ officials.
Rick Mallon, vice president of product management at Sigma Systems (News - Alert), noted that being able to target own subscribers with relevant offerings is a “great way” for cable operators to increase ARPU and reduce customer churn.
“Now MSOs can effectively cross-promote their services, ensuring that triple-play bundles and premium channel packages are only offered to subscribers most likely to upgrade,” added Mallon.
In addition to BlackArrow’s Advanced Advertising System for dynamic VOD and ARRIS’s ConvergeMedia Ad Decision Manager – ADM 1.0 –  the joint solution also includes Sigma Systems’ Subscriber Information Service for audience qualification.
Officials said that the Sigma SIS would allow an MSO with a triple-play offering to identify all subscribers of its broadband and TV services. And, then MSO can use the BlackArrow platform to target and deliver an effective house ad to promote its digital phone service to this segmented audience.
Moreover, the ARRIS VOD system would manage the physical delivery and reporting of the addressable house ad to the subscriber on the operator’s hybrid fibre-coaxial network. Company officials said that this provides a complete end-to-end closed loop system for the delivery of addressable, cross-promotion services campaigns.
Additionally, the combined services allow cable TV operators using the BlackArrow platform to query the Sigma SIS to access Nielsen segmentation data. Company officials said that this will enable an additional level of addressability and precision for advertisers seeking to reach qualified audiences.
“Subscriber addressability is a key component for MSOs and advertisers to effectively reach VOD audiences with their messaging,” said Chris Hock, senior vice president of product management at BlackArrow.
He believes that newly integrated access to Nielsen segmentation data provides yet another degree of addressability that will further help establish new advertising opportunities within VOD environments.

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Anshu Shrivastava is a contributing editor for TMCnet. To read more of Anshu’s articles, please visit her columnist page.

Edited by Erin Harrison