BlackArrow Aims at VOD Ads
BlackArrow announced a set of enhancements to its Advanced Advertising System geared toward VOD. New capabilities include dynamic mid-roll functionality, as well as application programming interfaces (APIs) to support integrated workflows with third-party advert...
Dynamic mid-roll ad insertion enables inventory owners to develop new advertising business models to support both existing time-shifted television currencies such as Nielsen's C3, as well as new ad packaging strategies for multiple broadcast windows or other targeting criteria. Through the use of standard broadcast metadata, the BlackArrow solution inserts advertising during time- and context-specific points in any program and enables programmers to replace or skip any ads bound to an original static VOD asset.
In addition, the new release includes a series of APIs designed to facilitate the flow of VOD orders from existing, third-party linear or online ad systems into the BlackArrow system for execution.
The new capabilities, coupled with the existing ad policy functionality in the BlackArrow system, also allow a single pitch. Programmers can pitch a program asset once and leverage the same asset for static or dynamic VOD distribution, along with the ability to swap out ad copy, ad creative, ad loads and other parameters without re-encoding and redistributing assets.