Virgin Media and BlackArrow partner for advanced on-demand and multiscreen advertising

Virgin Media has partnered with BlackArrow, a leading provider of TV advertising and data solutions, to provide a host of multi-screen and cross-platform advertising solutions that will enhance Virgin Media’s on-demand TV platform and Virgin TV Anywhere, the cable operator’s TV Everywhere service. Building on Virgin Media’s existing dynamic advertising 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 therefore reach potentially 5.3 million television screens across the country. It will also help buyers to harness the growing popularity of on-demand and multiscreen entertainment. 

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. The result will be an advanced end-to-end advertising solution for brands.

The announcement was made on the first day of Future TV Advertising Forum in London. Scott Kewley, Virgin Media’s Director of Digital Entertainment, says: “Working with BlackArrow will allow us to offer more efficient and ï¿¼flexible ad models to better support the changing needs of our advertisers and broadcast partners. We look ï¿¼forward to exploring these advanced initiatives in 2015.”

Nick Troiano, President of BlackArrow, adds: “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. The use of on-demand inventory for precise audience targeting will deliver more effective and measurable results.”