BlackArrow, Fox Cable Networks partner on VOD ad trial
BlackArrow has joined hands with Fox Cable Networks for an addressable advertising trial that will run across the VOD platforms of Fox’s FX, National Geographic and Speed channels.
Using BlackArrow’s Advanced Advertising System, Fox is trialing the ability to deliver targeted ads to viewers in multiple, unnamed cable markets. While the cable operator partners weren’t announced, BlackArrow previously announced a VOD addressable ad deployment with Comcast  late last year, as well as a trial with Bresnan Communications  in January.
With Fox on board, BlackArrow President Nick Troiano said BlackArrow was moving forward with both cable operators and a programmer on monetizing VOD.
“We refer to 2009 as the time period where cable operators were evaluating dynamic VOD investments, or decision processes for dynamic VOD; 2010 is really about how all of those investments start to become in-framed as a valuable advertising marketplace,” Troiano said. “We’re real excited about announcing that the other side of the ecosystem, the programmer community, is now stepping up and going public with the selection of BlackArrow for dynamic ad insertion.”
Fox is using BlackArrow’s Sales Suite, which are tools that leverage content information and anonymous subscriber data for audience addressability. It also manages business arrangements between networks and cable distributors and has modules to optimize avails using BlackArrow’s Placement Opportunity Information Service (POIS).
“Our aim with this trial is to help us better understand the value of dynamic insertion capabilities for video-on-demand, and to start thinking about how to design campaigns with targeting in mind,” said Sherry Brennan, senior vice president of sales strategy and development at Fox Cable Networks. “BlackArrow is known for its innovation in advanced VOD delivery, as well as the sophistication of its platform.”
Troiano said two types of avails were being inserted in the Fox trial, with the first being traditional tune-in promotions, and the second movie premiere commercials.
“Movie premiere commercial are very high-value, time-sensitive insertions that are specific to locations,” Troiano said. “They mean a lot to audiences, and Fox is proving that through their affiliates’ reactions.”
As for BlackArrow’s deployment with Comcast, Troiano said it has expanded into multiple markets and that more announcements would be forthcoming.