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)??.

-Linda Hardesty

The Daily

Subscribe

USF Prevails: Supreme Court Upholds FCC Subsidy Program

The FCC’s Universal Service Fund survived a legal challenge that claimed the $8 billion subsidy program is unconstitutional as currently constructed.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Sep 11
2025 Faxies Awards Faxies Nominations Open! Final deadline: 4/4/25
Full Calendar

Jobs

Seeking an INDUSTRY JOB or hiring for one?
VIEW JOBS

In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors. The result will be an even more robust industry job board, to help both employers and job seekers.

Contact Carley Ashley, [email protected], for more information about posting a job on the website and our Jobs newsletter, sent twice weekly to 85,000 media professionals.