ARRIS and BlackArrow team for dynamic VOD advertising solution

June 26, 2008 - US firm ARRIS and BlackArrow, a provider of multiplatform ad-management systems for viewer controlled video, have completed interoperability testing between the two companies' respective video on demand (VOD) delivery and addressable advertising systems.

The combined dynamic, targeted VOD advertising solution is built on the SCTE 130 open standard, and is intended to enable cable and IPTV operators to speed their VOD deployments and rapidly generate new advertising revenues.

"As audiences embrace time-shifted content, content providers and advertisers are looking for associated addressability and accountability across all programming, particularly for cable on-demand systems," said Joe Matarese, ARRIS VP/GM On Demand Business Unit. "The integration of BlackArrow's ad-management technology expands our core VOD delivery solutions, and helps customers add revenues and differentiate their services through targeted advertising. Additionally, since both the ARRIS and BlackArrow systems are based on standard SCTE 130 interfaces, the integrated system offers a more streamlined deployment with other SCTE 130 compliant systems."

Together, the two systems are intended to enable advertisers to dynamically target audiences by geography, daypart, programme metadata, and other criteria.  The SCTE 130 standard was developed by the Society of Cable Telecommunications Engineers (SCTE) to support a unified platform for addressable advertising.