BlackArrow Solution Chosen by Canoe Ventures to Help Further Monetization of On-Demand Inventory

Companies work to streamline advertising policies and inventory placement rules between programmers and Canoe-enabled pay-TV operators

May 23, 2013, 09:00 ET from BlackArrow

NEW YORK, May 23, 2013 /PRNewswire/ --­ BlackArrow, a worldwide provider of advanced advertising solutions for New TV platforms, and Canoe, a provider of advertising software and services to national television programming networks, today announced that Canoe has licensed BlackArrow Affiliate, a sophisticated toolset that enables programmers to manage ad avails in and around Video On Demand (VOD) content.  This technology further enables the companies to support the monetization of VOD dynamic ad insertion (DAI) for the pay-TV industry, and extends their efforts to coordinate, streamline and interoperate VOD DAI with multi-system operators.

The combination of BlackArrow technology and Canoe software and services makes VOD DAI technology available today across 28 million households – in New York, Los Angeles, Chicago, Boston and each of the top 10 DMAs – and 26 of the top 30 DMAs.  Ad campaigns can be scheduled by criteria including day of week, time of day, and by program or series with reporting coming back on a daily basis.

"As consumer behavior continues to shift towards on demand experiences, Canoe and many in the industry realize the significant opportunity for dynamic ad insertion on VOD," said Joel Hassell, CEO of Canoe. "We believe that the combination of proven technologies, software and services that BlackArrow and Canoe bring to the table will significantly enhance on-demand content as a vehicle for new revenue for programmers."

Dean Denhart, CEO of BlackArrow, said, "With our technology operational across more than 30 million households worldwide, we're excited about the opportunity to work closely with Canoe and our customers to deliver against the long-awaited and much anticipated value of on-demand TV advertising."

Programmer usage of dynamic ad insertion (DAI) began at the end of the last year with Canoe rolling out services to FearNET, as well as trials with a number of NBCU properties. Full-scale programmer onboarding led by Canoe is currently underway with additional programmer announcements forthcoming in the near future.

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, BlackArrow Central 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. BlackArrow Campaign enables ad sales and marketing organizations to define, manage and monetize multiplatform advertising campaigns. BlackArrow Audience enables pay-TV providers to aggregate disparate sources of customer information into a single view for enabling the delivery of relevant advertising to the appropriate audience.  BlackArrow Analytics provides ad sales organizations with verified on-demand ad impressions and reporting against programs, markets/zones, dayparts, and audiences. For content providers, the BlackArrow Affiliate offers advanced tools for managing avails, or placement opportunities, as well as ad policies, ad sales rights, and asset metadata.

About Canoe
Canoe is an advertising technology company that provides software and services to national television programming networks.  Canoe was founded in 2008 by six multi system operators: Bright House, Charter, Comcast, Cox, Cablevision, and Time Warner Cable. The company is focused on delivering dynamically inserted on-demand advertising that will extend to the opportunities available on the TV Everywhere platform. Canoe is based in Denver, CO with a sales office in New York City.

About BlackArrow, Inc. 
BlackArrow is a leading worldwide provider of advanced advertising technology for New TV platforms. Reaching more than 30 million homes, BlackArrow's advanced advertising software platform enables customers to increase revenues by delivering more timely and efficient sales and marketing messages, extends TV business models and affiliate partnerships to new platforms, and gains real-time reporting and measurement insights across multiple screens. 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.

SOURCE BlackArrow