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Canoe licenses BlackArrow ad management tool

Thu, 05/23/2013 - 1:44pm
Brian Santo

Canoe has licensed BlackArrow Affiliate, the toolset from BlackArrow that enables programmers to manage ad avails in video on demand (VOD) services.

MSOs can use BlackArrow Affiliate to schedule ad campaigns by criteria including day of week, time of day, and by program or series. The system compiles reports on a daily basis.

“As consumer behavior continues to shift towards on demand experiences, Canoe and many in the industry realize the significant opportunity for dynamic ad insertion on VOD,” said Joel Hassell, CEO of Canoe. “We believe that the combination of proven technologies, software and services that BlackArrow and Canoe bring to the table will significantly enhance on-demand content as a vehicle for new revenue for programmers.”

Dean Denhart, CEO of BlackArrow, said, “With our technology operational across more than 30 million households worldwide, we’re excited about the opportunity to work closely with Canoe and our customers to deliver against the long-awaited and much anticipated value of on-demand TV advertising.”

Programmer usage of dynamic ad insertion (DAI) began at the end of the last year with Canoe rolling out services to FearNET, as well as trials with a number of NBCU properties. Full-scale programmer onboarding led by Canoe is currently underway with additional programmer announcements forthcoming in the near future.

BlackArrow claims Comcast, Time Warner Cable and Rogers Communications as customers of its Advanced Advertising System, a product used to manage advanced advertising across multiplatform pay-TV environments.

BlackArrow Affiliate is one element of the company’s Advanced Advertising System. The system also includes BlackArrow Central, Campaign, Audience, and Analytics.

BlackArrow Central is an open standards-based platform for managing placement opportunities, business rules and ad policies, and for controlling real-time ad routing and return path data aggregation. BlackArrow Campaign enables ad sales and marketing organizations to define, manage and monetize multiplatform advertising campaigns. BlackArrow Audience enables pay-TV providers to aggregate disparate sources of customer information into a single view for enabling the delivery of relevant advertising to the appropriate audience.  BlackArrow Analytics provides ad sales organizations with verified on-demand ad impressions and reporting against programs, markets/zones, dayparts, and audiences.

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