Advanced advertising solutions vendor BlackArrow formally announced that Canada's Rogers Communications (NYSE: RCI) is deploying the BlackArrow Advanced Advertising System to support video-on-demand advertising. The announcement does not come as much of a surprise given that SeaChange International (Nasdaq: SEAC), a key partner of BlackArrow, was announced earlier this month as supporting VoD mid-roll ad insertion for Rogers.
Much of the dynamic ad insertion used by cable TV operators thus far has been on a pre-roll basis, but BlackArrow's system enables Rogers to do multiplatform advertising management on a pre-, post-, and mid-roll basis. Rogers is aiming to have the first wide-scale rollout of dynamic mid-roll ad insertion in North America as it expands the capability to all of its cable TV markets later this year, after beginning with a limited launch in recent weeks.
The BlackArrow system, according to a company press release, uses components such as the BlackArrow Placement Opportunity Information Service, which determines the correct ad payload and inventory owners based on business rules between Rogers and their content provider partners; the BlackArrow Ad Decision Server, which determines which ad campaigns to play; and the BlackArrow Playlist Engine, which assembles the ads and mid-roll information into a playlist that the downstream video playback equipment can understand and execute. Also, the BlackArrow Content InformationService is used to capture and store break information for mid-roll triggers and metadata information that can be used in campaign targeting.
The Rogers deployment and the service provider's future plans mark a major milestone in the evolution of a technology that has hit some speed bumps over the years, but is increasingly important for maximizing value in the booming VoD sector.
-see this release
Rogers and SeaChange made news earlier this month
CableLabs showcased VoD ad system interoperability