September 29, 2010

Rainbow Media Trials Dynamic VOD Ads

Rainbow Media Holdings, a subsidiary of Cablevision Systems, has selected BlackArrow's advanced advertising system for a multiphase trial of dynamic video-on-demand (VOD) advertising, currently underway. Rainbow Media owns and operates AMC, IFC, Sundance Channel, WE tv and Wedding Central.

Using the BlackArrow system, Rainbow is looking at new ways that its premium content, such as AMC's Mad Men, can be leveraged in a VOD environment to enable dynamic advertising. Among the capabilities being explored during the multiphase trial are on-demand campaign management; creative rotation of inventory; real-time ad decisioning and campaign selection based on content targeting, viewed daypart, anonymous demographic data and other factors; and impression-based reporting.

“Given the dramatic increase in subscribers viewing on-demand programming, we are looking at ways to provide our advertisers with additional vehicles for building brands and driving purchases in this medium,” said Dave Evans, SVP of broadband with Rainbow Media, in a statement.

The cable industry has been beefing up its marketing of VOD programming as a response to over-the-top competition. Along with promoting VOD to consumers, operators have also been deploying dynamic VOD advertising technologies to woo more advertising revenue. (For more, click here).



“The ability of networks and operators to monetize on-demand television programming will have a direct effect on the value of VOD as an advertising medium,” said Nick Troiano, president of BlackArrow, in a statement.

BlackArrow has been working with operators, most notably Comcast, to deploy dynamic VOD advertising. But the vendor also sells its technology to programmers. Troiano has said that selling to programmers as well as operators prevents delays caused by synching separate ad softwares. (For more, click here)

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-Linda Hardesty