BlackArrow, Fox Cable partner on dynamic VOD ad trial


BlackArrow, provider of advanced ad solutions for new television platforms, has partnered with Fox Cable Networks to trial the BlackArrow Advanced Ad System across VOD content of FX, National Geographic Channel and SPEED.

Fox Cable Networks is testing the ability to deliver addressable advertising to viewers in multiple cable markets. FCN 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.

“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, SVP/Sales Strategy and Development, Fox Cable Networks. “BlackArrow is known for its innovation in advanced VoD delivery, as well as the sophistication of its platform. The BlackArrow system enables us to manage dynamic inventory, reliably insert and customize advertisements and promotions across multiple networks and to execute business arrangements with our distribution partners.”

Among the 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.