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Cable Technology Feature Article

March 11, 2010

BlackArrow and Fox Networks to Offer Ad System through Video on Demand

By Anil Sharma, TMCnet Contributor

BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, has entered into a partnership with Fox Cable Networks to trial the BlackArrow Advanced Advertising System across the video-on-demand, or “VoD,” content of FX, National Geographic Channel and SPEED. 

Officials with BlackArrow said that with the BlackArrow system, Fox Cable Networks is testing the ability to deliver addressable advertising to viewers in multiple cable markets. 

Company officials said that Fox Cable Networks is utilizing the BlackArrow Sales Suite to customize on-demand campaigns based on factors such as viewer demographics and viewing behaviors, as well as specific content on its three networks.

“Our aim with this trial is to help us better understand the value of dynamic insertion capabilities for video on demand, and to start thinking about how to design campaigns with targeting in mind,” said Sherry Brennan, senior vice president of sales strategy and development, Fox Cable Networks, in a statement. 

Brennan said that BlackArrow is known for its innovation in advanced VoD delivery, as well as the sophistication of its platform. 

“The BlackArrow system enables us to manage dynamic inventory, reliably insert and customize advertisements and promotions across multiple networks and to execute business arrangements with our distribution partners, “said Brennan.

The Fox Cable Networks trial is using the sophisticated capabilities within the BlackArrow Sales Suite. 

Company officials said that among the key features essential in the execution of this trial are tools that leverage content information and anonymous subscriber data for audience addressability; manage business arrangements between networks and cable distributors, and modules to optimize avails using BlackArrow's Placement Opportunity Information Service, or “POIS.”

“In the race to offer greater value to television advertisers, Fox Cable Networks has emerged as a true market leader,” said Nick Troiano, president, BlackArrow.

Troiano said that advanced addressability and measurement are integral to growing New TV platforms, and the company is excited to be working closely with companies such as Fox Cable Networks that are playing a crucial role in developing the marketplace.

Anil Sharma is a contributing editor for TMCnet. To read more of Anil’s articles, please visit his columnist page.

Edited by Kelly McGuire