BlackArrow Unveils New Tools to Manage Ad Placement with On-Demand Video

BlackArrow, the independent provider of multiplatform advertising systems for viewer-controlled video, today announced BlackArrow AdMaps, a sophisticated toolset that enables content providers and distributors to easily define and manage ad avails in and around video content. The AdMap suite extends BlackArrow's advertising system by introducing tools to manage ad-placement opportunities for programming delivered over broadband and SCTE 130-5 compliant video on demand (VOD) environments. AdMaps provide a time-saving workflow to create new advertising inventory, integrate new ad formats easily and updates ad-sales models quickly all without requiring changes to the existing infrastructure or media player code.

The new suite consists of the AdMap Builder tool to create and manage AdMaps, AdMap Server to deliver the right AdMap for the viewer and, for broadband deployments, a software development kit (SDK) to render AdMaps in common broadband players.

The lack of tools to easily define and manage rules for ad-placement opportunities in and around video is proving to be a major bottleneck for ad-supported business models, said Chris Hock, senior vice president, product management at BlackArrow. With ad strategies undergoing rapid-fire change, programmers and distributors are wanting to experiment safely in a way that maximizes revenues, without jeopardizing innovation or user experience. BlackArrow's AdMaps suite addresses this need head-on with practical conventions for creating new ad avails and managing ad-insertion opportunities for viewer-controlled video platforms.

AdMap Builder is a rich Internet application (RIA) that enables users to create an unlimited combination of permissible ad types, durations and other insertion rules. All user-defined ad-insertion points are displayed graphically to help clients visualize and package ad inventory effectively across multiple video platforms.

AdMap Server selects from among multiple AdMaps to return the best fit based on viewer data as well as targeting criteria such as audience demographics, content genre and playout environment before fulfilling each request with the most relevant ad, or series of ads, as defined by the AdMap. AdMap Server conforms to SCTE 130-5 standards for a placement opportunity information service (POIS) in VOD environments, enabling rapid deployment and product interoperability with other SCTE-130 compliant vendors. For broadband distribution, AdMaps are stored as standard SMIL files, which can be read easily by leading media players from Adobe, Move Networks and other providers using the enhanced BlackArrow Player Framework.

BlackArrow to Enable Ad Revenue and Within Adobe Media Player

BlackArrow, the independent provider of multiplatform ad-management systems for viewer-controlled video, today announced the addition of Adobe Media Player to its expanding list of distribution platforms. BlackArrow provides video content publishers using Adobe Media Player with a centralized system for defining ad avails and managing targeted campaigns against their programming. BlackArrow's seamless advertising workflow enables content providers to broaden their syndication, while optimizing revenues from ad-supported video programming.

BlackArrow gives video networks a syndication edge by delivering advertising directly into Adobe Media Player programming, as well as other Web properties and even platforms such as dynamic video on demand (VOD). To simplify advertising operations, the BlackArrow system dynamically generates enhanced media RSS feeds that incorporate targeted ads formatted specifically for playback within Adobe Media Player. Leveraging Adobe Flash technology, Adobe Media Player supports downloaded and streamed media that scales to full-screen HD resolution.

"When it comes to user experience, Adobe has set the standard with its ubiquitous Adobe Flash platform -- and has done it again with the Adobe Media Player," said Chris Hock, senior vice president, product management at BlackArrow. "As an Adobe advertising partner, we are committed to enabling a sophisticated, engaging advertising experience for viewers -- whether they watch their favorite content inside the browser, or outside the browser with the Adobe Media Player -- while introducing new revenue opportunities for content and media publishers."

"From the outset, we've built Adobe Media Player to provide a rich, engaging consumer viewing experience, and help content providers build an advertising business around their valuable video assets," said Sumner Paine, product manager for Adobe Media Player at Adobe. "As consumers increasingly control their own viewing experience, BlackArrow makes it easier for content providers to both manage ad campaigns and incorporate Adobe Media Player into their overall video syndication strategy."

Built from the ground up for video, the BlackArrow multiplatform advertising system enables content providers to solve the challenges associated with reaching today's fragmented audiences who increasingly view video programming outside of traditional linear airtimes. The BlackArrow system works across any combination of ad types, ad-sales models, affiliate and syndication strategies, enabling its customers to more effectively generate revenue from ad-supported video content.