BlackArrow, a provider of advanced advertising solutions for TV platforms, and Canoe, a provider of advertising software and services to US programming networks, announced that Canoe has licensed BlackArrow Affiliate, a sophisticated toolset that enables programmers to manage ad avails in and around VoD content. This technology further enables the companies to support the monetisation 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 programme or series with reporting coming back on a daily basis.
“As consumer behaviour 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.