With its business of dynamic ad insertion into pay-TV VOD surging, BlackArrow announced Tuesday that it's expanding its DAI capabilities to include IP-based devices such as smartphones, streaming devices and game consoles.
Time Warner Cable (NYSE: TWC), which already uses BlackArrow's DAI services for linear VOD, will be the first pay-TV operator to also use them for multiscreen VOD applications.
"Time Warner Cable has invested heavily in bringing multi-screen and time-shifted viewing options like Video On Demand and our TWC TV app to our customers," said Joan Gillman, executive VP and COO, Time Warner Cable Media, in a statement. "It is an added benefit that we have been able to work with BlackArrow and other partners to also help us bring highly targeted and dynamic advertising solutions to these platforms for our programming and advertising partners."
Earlier this month, the MSO consortium Canoe reported that DAI into linear VOD grew explosively in 2014, culminating the year with 2.52 billion impressions in the fourth quarter.
In its announcement Tuesday, BlackArrow noted that video usage on smartphones grew 60 percent over the same span.
"The application of data and technology is changing the television landscape," said Mike Bologna, president at MODI Media, GroupM. "Our ability to insert commercials to specific segments within television programming is a very powerful tool for advertisers of all sizes."
For more:
- read this BlackArrow press release
Related links:
Canoe: Ad impressions more than tripled from Q1 to Q4 to 2.52B
BlackArrow announces major U.K. expansion with Virgin Media deal
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