BlackArrow and Fox Cable Networks Partner on Dynamic Advertising Trial for Video on Demand

BlackArrow, a leading worldwide provider of advanced advertising solutions for New Television platforms, announced it has partnered with Fox Cable Networks to trial the BlackArrow Advanced Advertising System across the video-on-demand (VoD) content of FX, National Geographic Channel and SPEED.

With the BlackArrow system, Fox Cable Networks is testing the ability to deliver addressable advertising to viewers in multiple cable markets. Fox Cable Networks is utilizing the BlackArrow Sales Suite to customize on-demand campaigns based on factors such as viewer demographics and viewing behaviors, as well as specific content on its three networks.

The Fox Cable Networks trial is using the sophisticated capabilities within the BlackArrow Sales Suite. Among the key features essential in the execution of this trial are tools that leverage content information and anonymous subscriber data for audience addressability; manage business arrangements between networks and cable distributors, and modules to optimize avails using BlackArrow’s Placement Opportunity Information Service (POIS).

For more information, visit http://www.blackarrow.tv.

Time Warner tests "TV Everywhere" plan

Cable network giant, Time Warner has a plan to distribute pay TV programming via web sites like Hulu, Yahoo TV, and YouTube. Whether through a mobile device or a computer, viewers will just have to prove they already subscribe to pay TV (cable, satellite or telco's TV offerings).

The "TV Everywhere" plan enables a cable subscriber (or person from that household) to have online access to the programming included in their current cable TV bundle. Full details are still being worked out although the goal is to prevent households from cancelling their cable TV subscriptions. The number of people per account is undetermined. There might also be a web-only option for non-cable TV subscribers.

Regardless of service provider (DirectTV, Time Warner Cable, Verizon, etc.), one would be able to watch content from networks like HBO or TNT. We will also have to wait to see if other cable networks adopt this plan too. However, Viacom and NBCU are moving forward with free cable distribution online because it helps boost awareness and ratings for their shows. Although, Time Warner argues that the trend of consumers ditching pay TV for free online content is an important and increasing issue.

To read more about this topic, please read the Advertising Age's article "TV Everywhere -- As Long As You Pay for It."