Time Warner Cable is preparing to add the ability to perform digital ad insertion (DAI) with on-demand content delivered to IP-based devices. The company is using ad management and data collection technology from Black Arrow.
TWC has been using Black Arrow all along to perform ad insertion in linear over IP and traditional VOD. Black Arrow added the capability to perform DAI in on-demand content sent to IP devices.
By standardizing on Black Arrow across all three platforms, TWC has set itself up to be among the first major MSOs that can enable advertisers to run unified ad campaigns that could cut across all three platforms: traditional VOD, linear over IP, and on-demand over IP, according to Black Arrow president Nick Troiano. Another is Virgin Media, also a Black Arrow customer.
“And this is important,” Troiano said, “Time Warner also gets a full view of the audience.” The operator can slice-and-dice target audiences just as it always has been using set-top data, but now adding data from TV Everywhere services.
Furthermore, data can be aggregated from multiple Black Arrow customers, he noted, providing an even wider potential audience that advertisers can sift through. Other Black Arrow customers include Comcast and Rogers.
Time Warner Cable will now be able to perform DAI and collect audience data from a range of IP devices. Troiano mentioned Roku boxes, unlikely a coincidence given that TWC is one of the first major MSOs to deliver its services through those devices.
“Time Warner Cable has invested heavily in bringing multi-screen and time-shifted viewing options like Video On Demand and our TWC TV app to our customers,” said Joan Gillman, executive vice president and COO, Time Warner Cable Media. “It is an added benefit that we have been able to work with BlackArrow and other partners to also help us bring highly targeted and dynamic advertising solutions to these platforms for our programming and advertising partners.”
“The application of data and technology is changing the television landscape,” said Mike Bologna, President at MODI Media, GroupM. “Our ability to insert commercials to specific segments within television programming is a very powerful tool for advertisers of all sizes.”
