Video Breakthroughs

Vendor Showed ‘Linear Extensions’ Technology at CableLabs Interop Event Last Month.

Dynamic ad-management vendor BlackArrow is touting a suite of services designed to let pay-TV operators use traditional linear TV advertising systems to deliver the same broadcast ad load -- or swap them out to play targeted ads -- to tablets and other IP video devices.

The new services include: Linear Replication, which uses linear schedule ingest and dynamic ad insertion to replicate the original linear TV ads on tablets and IP devices; and Linear Addressability, which can swap out linear ads and replace them in real time with household-addressable spots. BlackArrow’s Linear Extensions use CableLabs’s new Event Signaling and Messaging (ESAM) specification as well as SCTE 130 standards for dynamic ad insertion.

SeaWell Networks today announced successful integration with BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, and the debut of their combined technology at The Cable ShowMay 21 - 23 in Boston.

SeaWell’s core product, Spectrum, creates a TV-like experience where advertisements are stitched into one continuous adaptive bitrate video stream. This approach raises completion rates and disables ad-skipping software.

The SeaWell-BlackArrow integration streamlines the ability of pay-TV operators to dynamically insert advertising into linear or time-shifted content that is viewed on TVs, tablets, smartphones and other IP devices. The joint solution leverages SeaWell technology to eliminate the need to create multiple interfaces and streams for different devices and video formats, and uses the capabilities of the BlackArrow Advanced Advertising System to determine ad payloads, decisioning and reporting.