Interviews with Digital Media Thought Leaders

Targeted Advertising for On-Demand Video (Part 1 of 2)

Podcast Video | Posted by Phil Leigh on October 13, 2007

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If you would like to learn how to place viewer-targeted ads in on-demand programming, whether it be VOD, DVR, or on the broadband Internet, this interview is for you. (Part 1 of 2).

Our guest today is Dean Denhart who is the CEO of BlackArrow which provides a platform that enables advertisers to place viewer-specific ads in on-demand programming whether it is delivered via a cable Video-On-Demand channel, a Digital Video Recorder (e.g. TiVo), or from a broadband website. Consumers are increasingly becoming habituated to watching video programming on-demand. Whether it be YouTube on their computers, television programs through their DVRs like TiVo, or simply movies on demand from the VOD channel provided by their CATV operator, viewers are watching more video at times that are convenient to them, as opposed to times when the programming is released.

The trend toward on-demand viewing of video entertainment will be accompanied by new advertising opportunities. That is because the devices and services that provide on-demand viewing are capable of collecting user-specific information that enables them to deliver more sharply targeted ads.

The company we are interviewing today provides a platform that will permit ads to be delivered to on-demand programming in a variety of environments including, IPTV, CATV, DVR, VOD, and ordinary broadband Internet video. Funded by Cisco, Intel, Comcast and conventional VCs like Mayfield Fund and Polaris Ventures, BlackArrow believes that the multi-platform capability of their technology is an important distinguishing feature relative to the prior state-of-the-art.

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