BlackArrow, Ericsson team for TV anywhere monetisation

Editor | 13-11-2013

In a bid to addresses operator need to drive new revenues through targeted, enhanced advertising across all screens BlackArrow has entered into a partnership with Ericsson.

Explaining the context for the partnership, the two firms believe that traditional TV is shifting rapidly towards TV anywhere, embracing all screens and devices in and away from the home. As well as creating new opportunities, this trend they say is placing new demands on pay-TV providers to have platforms capable of exploiting this, supporting advertising presence in richer, and much more targeted, multi-screen campaigns.

To that end, TV advertising and data solutions provider BlackArrow has developed an advertising solution fully integrated with Ericsson TV platforms including Ericsson Mediaroom.

The two are confident that their partnership will enable operators to benefit from an evolved end-to-end multiscreen advertising capability developed to deliver linear, on-demand, interactive and second-screen advertising, in a targeted and personalised manner, across all connected devices. The capability is also designed to enable dynamic, addressable ad-insertion across linear and on-demand programming.

Ericsson and BlackArrow have already worked together to enable a major Tier 1 pay-TV service provider in North America to deploy dynamic ad insertion capabilities for VOD. The companies are collaborating on a number of additional joint opportunities to help pay-TV service providers jump-start new TV anywhere services in a way that they claim will meet long-term converged video architecture and audience data goals.

“Through our partnership with BlackArrow, we are empowering TV service providers to not only provide personalised TV experiences on any screen, but also enabling them to monetise these new experiences,” explained Ove Anebygd, Vice President and Head of Solution Area Media at Ericsson. “Capabilities that we can now offer with BlackArrow will enable our customers to expand their TV service and business innovation, opening-up new multi-screen advertising opportunities and delivering a better experience for TV consumers.”

“TV is being redefined from appointment viewing to watching whenever and wherever the viewer wants,” said Nick Troiano, President of BlackArrow. “We look forward to working with [Ericsson] them to bring the latest advanced advertising capabilities to their customers around the world.”