BlackArrow combines multiscreen advertising and linear TV over IP

BlackArrow says it's found a way to bridge the divide between "traditional linear TV ad sales" and "ad execution on new platforms" such as tablets, smartphones and other connected devices by using a new set of dynamic ad insertion services and interfaces that it first unveiled last month at a CableLabs event.

The new BlackArrow system, which will be on display at SCTE Cable-Tec Expo in Orlando this month, is a direct answer to service providers who are blending their traditional linear TV packages with an increasing number of multiscreen and TV Everywhere offerings that are delivered to tablets, smartphones and other IP-connected devices.

Called Linear Extensions for Dynamic Ad Insertion, the new products are designed to "seamlessly blend the outputs from traditional linear TV ad systems with dynamic ad insertion capabilities," the company said in a news release.

BlackArrow previewed new capabilities to manage linear schedules, linear placement opportunities, ad decisioning, subscriber and zone information services and services that interoperate with CableLabs Event Signaling and Messaging (ESAM) specifications at the 2012 CableLabs Linear and IP Ad Interop event last month.

The system is comprised of two parts: Linear replication, which uses "linear schedule ingest and real-time dynamic ad insertion" to duplicate linear TV ads on tablets and other IP devices, and linear addressability, which combines subscriber information and real-time dynamic ad insertion to produce "household-addressable" linear TV ads on any platform.

The ultimate goal is to simplify the ad placement process while expanding it to other platforms, said Joe Matarese, BlackArrow's CTO, in the news release.

"Monetizing live and time-shifted television across multiple screens should not require individual silos for each platform," Matarese said. "BlackArrow's new Linear Extensions, coupled with the sophisticated business rule and policy definition capabilities of our placement opportunity information service, provide multichannel video programming distributors with a single, standards-based platform for all of their multiscreen advertising needs."

For more:
- BlackArrow issued this news release

Related articles:
BlackArrow: Major MSO will deliver personalized VOD ads
BlackArrow platform aims to winnow down advertising targets
Multi-screen technology floods The Cable Show