Cablevision Systems' Rainbow Media Holdings is currently testing BlackArrow's dynamic video-on-demand advertising system with Bresnan Communications -- and plans to expand it to additional operators -- as the programmer looks for new ways to make money off VOD.
Rainbow, which owns AMC, IFC, Sundance Channel, WE tv and Wedding Central, has been testing promotions for its own programming dynamically placed against its VOD assets with Bresnan for about a year, according to spokeswoman Georgia Juvelis.
According to the companies, the multiphase trial of BlackArrow Advanced Advertising System is designed to determine how Rainbow can work across its multiple distribution partners to implement dynamic, addressable VOD advertising on a wide scale.
Fox Cable Networks ran a six-month test of BlackArrow's VOD ad-insertion product with an unnamed MSO partner. In addition to Bresnan, cable operators in trial deployments with BlackArrow include Comcast's Jacksonville, Fla., system. Cablevision, which
is in the process of acquiring Bresnan, is expected to also trial
the BlackArrow system at some point.
Rainbow will test various capabilities in its trial, including on-demand campaign management; creative rotation of inventory; real-time ad decisioning and campaign selection based on content targeting, viewed daypart, anonymous demographic data and other factors; and impression-based reporting.
"Given the dramatic increase in subscribers viewing on-demand programming, we are looking at ways to provide our advertisers with additional vehicles for building brands and driving purchases in this medium," Rainbow Media senior vice president of broadband Dave Evans said in a statement.
Privately held BlackArrow, based in San Jose, Calif., is backed by Cisco Systems, Comcast Interactive Capital, Intel Capital, Mayfield Fund, NDS Group and Polaris Venture Partners.