In an initiative aimed at delivering content providers and pay-TV service providers a comprehensive advertising and audience data platform that can enable relevant and coordinated advertising campaigns across all devices, BlackArrow, a worldwide provider of TV advertising and data solutions, and Ericsson are partnering to bring advanced advertising capabilities to Ericsson’s solutions for TV Anywhere on a global basis.
Working together, BlackArrow and Ericsson are enabling operators to benefit from an evolved end to end multi-screen advertising capability – developed to deliver linear, on-demand, interactive and second-screen advertising, in a targeted and personalised manner, across all connected devices.
“Ericsson has a proud history in enabling advertising, most recently recognised with a prestigious technical Emmy for our pioneering development of dynamic advertising insertion for video on demand content. Through our partnership with BlackArrow, we are empowering TV service providers to not only provide personalised TV experiences on any screen, but also enabling them to monetise these new experiences,” said Ove Anebygd, Vice President and Head of Solution Area Media at Ericsson. “The advanced advertising capabilities that we can now offer with BlackArrow will enable our customers to expand their TV service and business innovation, opening-up new multi-screen advertising opportunities and delivering a better experience for TV consumers.”
Ericsson and BlackArrow have already worked together to enable a major Tier 1 pay-TV service provider in North America to deploy dynamic ad insertion capabilities for VoD. The companies are collaborating on a number of additional joint opportunities to help pay-TV service providers jump-start new TV Anywhere services in a way that will meet long-term converged video architecture and audience data goals. By integrating the delivery and monetisation capabilities of each company’s products, service providers can grow new revenue streams immediately by leveraging dynamic ad insertion and addressable advertising for video delivered to new platforms and devices.
“TV is being redefined from appointment viewing to watching whenever and wherever the viewer wants,” said Nick Troiano, President of BlackArrow. “Ericsson is in a great position to help pay-TV service providers offer TV Anywhere at any time. We look forward to working with them to bring the latest advanced advertising capabilities to their customers around the world.”