Virgin Media and BlackArrow Join Forces to Help Broadcasters Maximise Growing Popularity of Video On Demand and Multi-screen Entertainment
Tailored Advertising Solutions to Provide Additional Opportunities for Content Monetisation and Enhanced Viewer Experience
LONDON, UK – DECEMBER 2, 2014 – Virgin Media has partnered with BlackArrow, a leading provider of TV advertising and data solutions, to introduce advanced digital capabilities that support the advertising needs of brands and broadcasters.
BlackArrow provides a host of multi-screen and cross-platform advertising solutions which will enhance Virgin Media’s on demand TV platform and Virgin TV Anywhere, the UK’s most comprehensive TV on the go service.
The technology can help broadcasters capitalise on the growing popularity of on demand and multi-screen TV and help brands reach the audiences they want regardless of how people are watching. A recent study (note 1) by Virgin Media into the nation’s viewing habits found that almost half (43%) of people watch primarily recorded or on demand TV and a third (34%) use mobiles or tablets at the same time.
Building on Virgin Media’s existing dynamic ad insertion (DAI) capability, the advertising and data solutions from BlackArrow will allow brands to target their campaigns more effectively across Virgin Media’s TV service and reach potentially 5.3 million television screens across the country (note 2).
The technology from BlackArrow will leverage familiar traditional TV sales metrics and offer features found in advanced online ad servers including frequency capping, real time performance metrics and advanced audience segmentation. Bringing an advanced end to end advertising solution to brands only available from Virgin Media in the UK.
“We are excited to be partnering with BlackArrow. Working with them will allow us to offer more efficient and flexible ad models to better support the changing needs of our advertisers and broadcast partners. We look forward to exploring these advanced initiatives in 2015,” said Scott Kewley, Virgin Media’s Director of Digital Entertainment.
“Virgin Media is leading the way in the pay-TV industry and our first European partnership will bring the latest in advertising and data solutions to the UK market,” said Nick Troiano, President of BlackArrow. “The use of on demand inventory for precise audience targeting will deliver more effective and measurable results.”
Notes to editors
1 Virgin Media survey: ‘Half of Brits ditching the TV guide for time-shifted telly’
2 Number of Virgin Media set-top boxes as of 30th September 2014.
About Virgin Media
Virgin Media is the first provider of all four broadband, TV, mobile phone and home phone services in the UK.
The company’s cable network – the result of multi-billion pound private investment – delivers ultrafast broadband to over half of all UK homes, with speeds of up to 152Mb, as well as market leading connectivity to thousands of public and private sector organisations across the country.
Virgin Media has developed the most advanced interactive television service, bringing together broadcast TV, thousands of hours of on demand programming and the best of the web in a single set-top box powered by TiVo. The company was the first to offer HD TV and 3D on demand to millions of British households.
The world’s first virtual mobile network was launched by Virgin Media and it is also one of the largest fixed-line home phone providers in the country.
Virgin Media is a part of Liberty Global plc, the world’s largest international cable company. Together Virgin Media and Liberty Global serve 27 million customers across 14 countries, helping connect people to the digital world and enabling them to discover and experience its endless possibilities.
About BlackArrow, Inc.
BlackArrow is a leading provider of TV advertising and data solutions. Reaching over 37 million homes and trusted by the world’s largest service providers such as Comcast, Time Warner Cable, Virgin Media, Rogers Communications, and Bright House Networks, the company helps the pay-TV industry monetize video delivered to any screen at any time. Through a suite of integrated products, the company helps the pay-TV industry increase revenues by delivering more timely and efficient sales and marketing messages, extend TV services to new screens, and gain real-time measurement and audience insights across multiple screens. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ:CSCO), Comcast Ventures, Intel Capital (NASDAQ:INTC), Google (NASDAQ:GOOG), Mayfield Fund, Polaris Venture Partners and Time Warner Cable (NYSE:TWC). The company has offices in New York City, London and San Jose, Calif.