UK quad-play operator Virgin Media has partnered with TV advertising and data solutions specialist BlackArrow to introduce advanced digital capabilities that support the advertising needs of brands and broadcasters.
BlackArrow provides a host of multi-screen and cross-platform advertising solutions which will enhance Virgin Media’s on demand TV platform and Virgin TV Anywhere, the operator’s TV on the go service.
The technology can help broadcasters capitalise on the growing popularity of on demand and multi-screen TV and help brands reach the audiences they want regardless of how people are watching. A recent study by Virgin Media into the nation’s viewing habits found that almost half (43 per cent) of people watch primarily recorded or on demand TV and a third (34 per cent) use mobiles or tablets at the same time.
Building on Virgin Media’s existing dynamic ad insertion (DAI) capability, the advertising and data solutions from BlackArrow will allow brands to target their campaigns more effectively across Virgin Media’s TV service and reach potentially 5.3 million television screens across the country.
The technology from BlackArrow will leverage familiar traditional TV sales metrics and offer features found in advanced online ad servers including frequency capping, real time performance metrics and advanced audience segmentation, bringing an advanced, end to end advertising solution to brands only available from Virgin Media in the UK.
“We are excited to be partnering with BlackArrow. Working with them will allow us to offer more efficient and flexible ad models to better support the changing needs of our advertisers and broadcast partners. We look forward to exploring these advanced initiatives in 2015,” said Scott Kewley, Virgin Media’s Director of Digital Entertainment.
“Virgin Media is leading the way in the pay TV industry and our first European partnership will bring the latest in advertising and data solutions to the UK market,” said Nick Troiano, President of BlackArrow. “The use of on demand inventory for precise audience targeting will deliver more effective and measurable results.”