April 9, 2013
, the leading provider of multiscreen video logistics solutions for the television industry; and
, a worldwide provider of advanced advertising solutions for New TV platforms, today announced a product integration that will streamline the monetization of on-demand and multiscreen video.
Through the Clearleap-BlackArrow solution, programmers and pay-TV service providers can increase the amount of ad inventory by reducing the complexities of mid-roll advertising. The integrated solutions also simplify monetization through all advertising windows (e.g. C3, post-C3) by automating the process of changing ads and ad payloads without the need to re-pitch content.
The Clearleap platform uncovers the break point signals embedded in programming content to identify appropriate areas for mid-roll ad insertion. Using this data, the BlackArrow system then determines the amount of ads to play, which ads to play, and, if appropriate, what to do with the original "baked-in" ads (e.g. remove them or play them). Since the solutions are available pre-integrated, deployment of dynamic ad insertion is easier and faster for the pay-TV industry.
"Dynamic ad insertion has answered the question of how to make money in the new world of television consumption," said
, senior vice president, product management and marketing for BlackArrow. "Our integration with Clearleap opens more monetization opportunities by combining two key capabilities: the ability to identify natural ad breaks in programming, and the ability to control ad policies and dynamic ad insertion within those breaks."
"With this combined solution, programmers and video distributors have the tools they need to control different advertising windows, from the C3 ratings period throughout the long lifecycle of on-demand content," said
, vice president of product management at Clearleap. "Our IP-based solution processes and delivers the content quickly so that our distribution partners can get that ad-supported content in front of viewers in a snap."
BlackArrow's multiscreen advertising solutions are in use by pay TV's biggest providers, touching more than 30 million North American homes. Clearleap's solutions have been implemented by major programmers such as HBO and Scripps Networks Interactive; and its completely IP-based distribution network reaches more than 97% of U.S. pay TV households.