Bright House Networks has signed an agreement with BlackArrow, Inc. to manage the execution dynamic ad insertion (DAI) into the video-on-demand products of the sixth biggest cable operator in the United States.
According to an announcement made Monday by New York-based BlackArrow, the agreement applies to both video on demand delivered to Bright House set-top boxes, as well as multiscreen VOD targeted to the IP devices of the cable operator's subscribers via TV Everywhere.
Multichannel News says Bright House has begun deploying direct ad insertion in Indianapolis, but has not announced a target date as to when its other carriage regions, including Bakersfield, Calif., Detroit and Central Florida will also see deployment. Multiscreen VOD DAI is also pending.
According to the BlackArrow announcement, Bright House will use its Advanced Advertising System to unify campaign management, advertising reports and ad execution across its TV platforms.
"Bright House Networks is pleased to begin working with BlackArrow's next generation advertising platform to help manage and simplify our advertising operations," said Nomi Bergman, president of Bright House Networks. "BlackArrow's products will also enable us to expand our advanced advertising solutions to multiple screens and distribution platforms."
The agreement expands BlackArrow's footprint to nearly 32 million pay-TV homes, with previously established deals including Comcast (NASDAQ: CMCSA), Time Warner Cable (NYSE: TWC) and Canada's Rogers Communications.
Bright House has partnered with Comcast, TWC and Cox Communications on the joint venture Canoe, which was reimagined in 2012 to focus on developing standards and technology needed to deploy dynamic ad insertion into VOD products. BlackArrow, in turn, has been one of Canoe's biggest partners.
Canoe scores VOD advertising deals with ABC, ABC Family, Sportskool
BlackArrow: Major MSO will deliver personalized VOD ads
Charter, Cablevision exit Canoe Ventures consortium