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Rainbow Media selects BlackArrow


BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, has announced the BlackArrow Advanced Advertising System has been selected by Rainbow Media Holdings for a multiphase trial of dynamic video-on-demand (VoD) advertising, currently underway. Rainbow Media owns and operates some of the world’s most popular and award-winning entertainment brands, including AMC, IFC, Sundance Channel, WE tv, Wedding Central.

Using the BlackArrow system, Rainbow is looking at new ways that its award-winning, premium content, such as AMC’s Mad Men, can be leveraged in a VoD environment to enable engaging television advertising experiences. The trial is designed to determine how Rainbow can work across its multiple distribution partners to implement and operationalize, at scale, critical aspects of dynamic, addressable VoD advertising. Among the capabilities being explored during the multiphase trial are on-demand campaign management; creative rotation of inventory; real-time ad decisioning and campaign selection based on content targeting, viewed daypart, anonymous demographic data and other factors; and impression-based reporting.

“Given the dramatic increase in subscribers viewing on-demand programming, we are looking at ways to provide our advertisers with additional vehicles for building brands and driving purchases in this medium,” said Dave Evans, SVP Broadband, Rainbow Media. “BlackArrow has been an important partner in our process, as we evaluate new ways to create incremental value for advertisers and increase the availability of premium on-demand programming for our viewers.”

“The ability of networks and operators to monetize on-demand television programming will have a direct effect on the value of VoD as an advertising medium,” said Nick Troiano, president of BlackArrow. “As a leading content innovator, Rainbow Media is putting into practice addressable, measureable advertising opportunities that extend the value of premium content — while bringing advertisers and on-demand viewers together in an engaging TV environment.”

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