BlackArrow helps Virgin Media boost multiscreen advertising for TV anywhere
Michelle Clancy
| 03 December 2014
Virgin Media is adding advertising functionality to its on-demand TV platform and the Virgin TV Anywhere mobile app.

The cableco has partnered with BlackArrow to add multiscreen and cross-platform advertising solutions.

A recent study by Virgin Media into the nation's viewing habits found that almost half (43%) of people watch primarily recorded or on demand TV and a third (34%) use mobiles or tablets at the same time. Building on Virgin Media's existing dynamic ad insertion (DAI) capability, the advertising and data solutions from BlackArrow will allow brands to target their campaigns more effectively across Virgin Media's TV service and reach potentially 5.3 million television screens across the UK.

The technology will leverage familiar traditional TV sales metrics and offer features found in advanced online ad servers, including frequency capping, real time performance metrics and advanced audience segmentation.

"[This] will allow us to offer more efficient and flexible ad models to better support the changing needs of our advertisers and broadcast partners," said Scott Kewley, Virgin Media's director of digital entertainment. "We look forward to exploring these advanced initiatives in 2015."