BlackArrow and Fox Cable Networks partner on dynamic advertising trial for video on demand

Thursday, 11 March 2010
BlackArrow, a leading worldwide provider of advanced advertising solutions for New Television platforms, announced it has partnered with Fox Cable Networks to trial the BlackArrow Advanced Advertising System across the video-on-demand (VoD) content of FX, National Geographic Channel and SPEED.

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

"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."

The Fox Cable Networks trial is using the sophisticated capabilities within the BlackArrow Sales Suite. 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 (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. "Advanced addressability and measurement are integral to growing New TV platforms, and we're excited to be working closely with companies such as Fox Cable Networks that are playing a crucial role in developing the marketplace."

About The BlackArrow Advanced Advertising System

The BlackArrow Advanced Advertising System is designed to address the complexities of advertising in on-demand environments - from Internet video to intricate cable and operator infrastructures. The BlackArrow Sales Suite enables national and local ad-sales organizations at media companies and cable operators to define, manage and fulfill multiplatform, multioperator advertising campaigns. As a result, they can now reach audiences who increasingly embrace time-shifted media on their televisions, computers and mobile phones. For operators, the BlackArrow Decision Suite offers powerful ad decision logic and proven system interoperability to deploy dynamic ad insertion rapidly in VOD environments.

About BlackArrow, Inc.

BlackArrow is a leading worldwide provider of advanced advertising technology for New Television platforms. The company's multiplatform advertising system is designed specifically for video content distributed over any on-demand platform, enabling networks and content distributors to maximize advertising revenues. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Interactive Capital, Intel Capital (NASDAQ: INTC), Mayfield Fund and Polaris Venture Partners.