BlackArrow, a company that specializes in providing
advertising-management systems for on-demand video on multiple
platforms, says it has completed interoperability testing of those
systems with ARRIS's VOD delivery technologies (note: BlackArrow
has previously announced similar integrations with Cisco and RGB
Networks). The companies are touting their combined dynamic,
targeted VOD advertising capabilities, which are based on the SCTE
130 open standard, as having the ability to enable operators and content
providers to rapidly derive additional ad revenues from their VOD
offerings. "As audiences embrace time-shifted content, content
providers and advertisers are looking for associated addressability and
accountability across all programming, particularly for cable
on-demand systems," Joe Matarese, general manager of Arris's On
Demand Business Unit, said in a prepared statement. "The integration
of BlackArrow's ad-management technology expands our core VOD
delivery solutions, and helps customers add revenues and differentiate
their services through targeted advertising. Additionally, since both the
ARRIS and BlackArrow systems are based on standard SCTE 130
interfaces, the integrated system offers a more streamlined deployment
with other SCTE 130 compliant systems."
According to ARRIS, its VOD systems manage and deliver content on
the same servers, which then stream to individual subscribers in a
highly targeted manner. BlackArrow bills its ad-management system as
being capable of adapting to support any platform, syndication strategy,
sales model or ad unit. The companies say the combo of their
respective solutions will enable advertisers to dynamically target
viewers by geography, daypart, program metadata and other criteria
inherent in dynamic VOD programming. "Working with ARRIS, we're
able to apply our multiplatform ad-decisioning engine to a dynamic
VOD environment, and to offer addressable advertising that delivers on
the demands of content providers and advertisers alike," BlackArrow
CEO, Dean Denhart, said in a prepared statement. "Content providers
are embracing the ability to offer additional premium VOD
programming and garner associated revenue increases, while
advertisers are eager to reach audiences dynamically in parallel. This
integration reflects our commitment to multiplatform video ad delivery
designed specifically to address the needs of content providers and
advertisers eager to reach audiences embracing on-demand
programming in greater numbers."
