NEW YORK, Sept. 4, 2012 /PRNewswire/ -- BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, today announced that it has been selected to speak on second-screen advertising opportunities for multiplatform video distributors (MPVDs) at IBC 2012 in Amsterdam. David Stengle, senior vice president, business development, will present a technical paper entitled "Tying TV Advertising to Action: Leveraging the Second Screen to Raise the Effectiveness & Measurability of TV Advertising" during the "Targeted Ads: Harnessing the Power of Interactivity" technology session on Saturday, September 8.
Published data indicate that 86% of people who use the mobile Internet use their mobile devices while watching television, and that 25% of those are browsing content related to the program they are watching. In his paper, Stengle presents a technical overview of how solutions that are compliant with SCTE 130 / ITU-T Recommendation J.380 standards can transform the value of second screens for MPVDs and their customers.
The presentation will discuss the need for MPVD awareness of such variables as content, devices and viewer preferences, as well as the ability to deliver second-screen experiences that are timely, relevant and actionable. The session will address technical considerations, including the roles of such approaches as the EBIF interactive specification, Automatic Content Recognition (ACR) and Watermarking, as well as standards such as those from SCTE, ITU and the IAB.
"The companion device screen allows the MPVD to enhance its own promotional and marketing efforts, and to create additional value for viewers, affiliates and advertisers by providing another channel for the delivery of interactive, engaging content," says Stengle. "Using a single, standards-based solution, MPVDs can control ads on both the TV and the second screen, can tie enhanced TV opportunities to the companion screen, and can unify audience definition, sales and measurement across all platforms."
About The BlackArrow Advanced Advertising System
The BlackArrow Advanced Advertising System is used by service providers such as Comcast, Time Warner Cable, and Rogers Communications to manage the technological complexities and business issues associated with advanced advertising across multiplatform pay-TV environments. For pay TV service providers, the BlackArrow Distributor Suite offers a central, open, standards-based platform for managing placement opportunities, business rules and ad policies, and for controlling real-time ad routing and return path data aggregation. The BlackArrow Campaign Suite enables ad sales and marketing organizations to define, manage and monetize multiplatform advertising campaigns. The BlackArrow SIS enables service providers to aggregate disparate sources of customer information into a single view for enabling the delivery of relevant advertising to the appropriate audience. For content providers, the BlackArrow Business Suite offers advanced tools for managing avails, or placement opportunities, as well as ad policies, ad sales rights, and asset metadata.
About BlackArrow, Inc.
BlackArrow is a leading worldwide provider of advanced advertising technology for New TV platforms. The company's multiplatform advertising system is designed specifically for video content distributed over any on-demand platform, enabling networks and content distributors to maximize advertising revenues. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Ventures, Intel Capital (NASDAQ: INTC), Mayfield Fund, Motorola Mobility Ventures, Polaris Venture Partners and Time Warner Cable. The company has offices in New York City and San Jose, Calif. http://www.blackarrow.tv
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