BlackArrow announces major U.K. expansion with Virgin Media deal

Announcing its first major expansion beyond North America, advanced-advertising company BlackArrow has unfurled a new partnership with Virgin Media in the United Kingdom.

BlackArrow, which provides addressable advertising services in the United States to Comcast, Time Warner Cable and Bright House Networks, and in Canada to Rogers Communications, will deliver multiscreen, cross-platform solutions to Virgin TV Anywhere, which is the biggest pay-TV multiscreen platform in the United Kingdom, reaching nearly 5.3 million pay-TV subscribers.

"It's a cookie-like experience without the cookie, allowing the inventory holder to reach a targeted audience," explained Nick Troiano, BlackArrow's president, speaking to FierceCable from London Monday.

Troiano was making his first round of media appearances since BlackArrow announced late last week that he'd be taking over the company following the departure of longtime CEO Dean Denhart.

Troiano said that "there are a lot of similarities in the U.K. market and North America," where time-shifting is now the norm. Virgin's own data shows that nearly 43 percent of its subscribers primarily watch recorded or on-demand programming.

"We are excited to be partnering with BlackArrow," said Scott Kewley, Virgin Media's director of digital entertainment, in a statement. "Working with them will allow us to offer more efficient and flexible ad models to better support the changing needs of our advertisers and broadcast partners. We look forward to exploring these advanced initiatives in 2015."

For more:
- read this BlackArrow press release

Related links:
BlackArrow CEO Dean Denhart steps down
BlackArrow update limits ad repetition in multiscreen video streams
Bright House partners with BlackArrow for dynamic ad insertion into VOD
BlackArrow: Major MSO will deliver personalized VOD ads

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