BlackArrow Introduces New Multiplatform Subscriber Information Service

By Raju Shanbhag

TMCnet Contributor

 

BlackArrow, a global provider of state of the art advertising solutions for New Television platforms, recently introduced a new Subscriber Information Service (SIS) product that allows pay TV operators to install advanced advertising and marketing campaigns across any platform against addressable audience segments.

 

TV is in the hands of consumers who increasingly control when and where they watch their favorite programs, irrespective of whether it's over broadband, VOD, network DVR, tablets or other consumer electronics. This is called "New TV" - television viewing that occurs outside the bounds of traditional "appointment TV."

 

In this scenario, advertisers need to connect with the audience wherever they're watching.

 

By providing only the most suitable messages to each audience segment, pay TV operators can allow advertisers to enhance campaigns using the BlackArrow Subscriber Information Service. Operators also can use the BlackArrow SIS to make sure that marketing campaign which consists of special pricing and other incentives are supplied only to those subscribers who are eligible for the promotion.

 

SIS also allows targeting based on such viewer-, household- or device-related data in form of geography, demographics, marketing segmentation, membership or service level.

 

"The Subscriber Information Service is a necessary component of any pay TV operator's strategy for enabling addressability and the capture of large amounts of audience-related reporting data," said Joe Matarese, CTO at BlackArrow.  "Working with a large customer, we're ensuring that the BlackArrow SIS can support large-scale production volumes while efficiently delivering addressable marketing and advertising campaigns across multiple platforms and devices."

 

Recently, RGB Networks announced their sponsoring partnership with BlackArrow. The new partnership has allowed both companies to create a standards-based, "TV everywhere" advertising solution that facilitates video service providers (VSP) to distribute specific ads to individual viewers watching live or on-demand programming on connected TVs, PCs, smartphones, tablets or other mobile devices.