NEW YORK, Sept. 4, 2012 /PRNewswire/ -- BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, today announced that it has been selected to speak on second-screen advertising opportunities for multiplatform video distributors (MPVDs) at IBC 2012 in Amsterdam. David Stengle, senior vice president, business development, will present a technical paper entitled "Tying TV Advertising to Action: Leveraging the Second Screen to Raise the Effectiveness & Measurability of TV Advertising" during the "Targeted Ads: Harnessing the Power of Interactivity" technology session on Saturday, September 8. Published data indicate that 86% of people who use the mobile Internet use their mobile devices while watching television, and that 25% of those are browsing content related to the program they are watching. In his paper, Stengle presents a technical overview of how solutions that are compliant with SCTE 130 / ITU-T Recommendation J.380 standards can transform the value of second screens for MPVDs and their customers. The presentation will discuss the need for MPVD awareness of such variables as content, devices and viewer preferences, as well as the ability to deliver second-screen experiences that are timely, relevant and actionable. The session will address technical considerations, including the roles of such approaches as the EBIF interactive specification, Automatic Content Recognition (ACR) and Watermarking, as well as standards such as those from SCTE, ITU and the IAB. "The companion device screen allows the MPVD to enhance its own promotional and marketing efforts, and to create additional value for viewers, affiliates and advertisers by providing another channel for the delivery of interactive, engaging content," says Stengle. "Using a single, standards-based solution, MPVDs can control ads on both the TV and the second screen, can tie enhanced TV opportunities to the companion screen, and can unify audience definition, sales and measurement across all platforms."