Bright House Networks, the sixth largest cable TV operator in the US, with 2.5 million subscribers, has announced that will use BlackArrow for dynamic video ad insertion (DAI) for on-demand and multi-screen delivery. As viewers continue to embrace both VOD and myriad viewing devices - and operators make more content and TV Everywhere options available - effectively monetizing these streams is becoming more and more essential.
Dynamic ad insertion helps the advertiser's ROI and improves the user experience (if you've ever watched a TV show on-demand or on your iPad via either a cable operator's or TV network's TVE app, and saw the same, irrelevant 30-second video ad repeatedly play during the breaks, no doubt this resonates). With operators trying to bolster TVE as a defensive move against OTT alternatives, a lousy ad experience that quickly turns off the user undercuts the goal.
BlackArrow's ad system addresses these issues, enabling Bright House and its programming partners to use a centralized approach to campaign management, reporting and execution on multiple platforms. In addition, because BlackArrow is integrated with Canoe, Bright House can extend programmers working with Canoe more DAI households.