March 10, 2010

BlackArrow and Fox Cable Partner

BlackArrow today announced it has partnered with Fox Cable Networks to trial the BlackArrow Advanced Advertising System across the video-on-demand (VD) 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.

“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, Fox Cable Networks, in a statement.

The Fox Cable Networks trial is using the 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).