Multiplatform SIS gives pay TV operators addressable advertising.

Press Release Summary:

Aggregating disparate sources of anonymous subscriber information into one view for addressable advertising execution, BlackArrow Subscriber Information Service (SIS) lets pay TV operators deploy targeted advertising/marketing campaigns across any platform. Service may also be used to ensure marketing campaigns are delivered only to those eligible for specific promotions, and stored data becomes basis for detailed reporting on audience performance and inventory supply.

Original Press Release:

BlackArrow Announces Availability of New Multiplatform Subscriber Information Service for Addressable Advertising

SCTE 130-6 Compliant SIS for Linear, On-Demand and iTV Advertising to be Demonstrated at CableLabs Summer Conference

NEW YORK -- BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, today announced the availability of a new Subscriber Information Service (SIS) product that enables pay TV operators to deploy advanced advertising and marketing campaigns across any platform against addressable audience segments.

Using the BlackArrow Subscriber Information Service, pay TV operators can enable advertisers to optimize campaigns by delivering only the most relevant messages to each audience segment. Operators also can utilize the BlackArrow SIS to ensure that marketing campaigns - including special pricing and other incentives -- are delivered only to those subscribers who are eligible for the promotion.

Architected to aggregate disparate sources of anonymous subscriber information into a single view for addressable advertising execution, the BlackArrow SIS enables targeting based on such viewer-, household- or device-related data as geography, demographics, marketing segmentation, membership or service level. In addition, the product supports the capture and management of qualified audience lists that streamline sales, decision-making and execution processes. Further, the data stored in the BlackArrow SIS becomes the basis for detailed reporting on audience performance and inventory supply.

The SIS is a standards-based product designed to work within operators' multiplatform, multi-device TV environments. Robust interfaces, including support for the SCTE 130-6 standard, allow the system to be used for linear, on-demand and interactive advertising, enabling pay TV operators to normalize subscriber information and audience reports across multiple platforms and formats.

"The Subscriber Information Service is a necessary component of any pay TV operator's strategy for enabling addressability and the capture of large amounts of audience-related reporting data," said Joe Matarese, CTO of BlackArrow. "Working with a large customer, we're ensuring that the BlackArrow SIS can support large-scale production volumes while efficiently delivering addressable marketing and advertising campaigns across multiple platforms and devices."

The BlackArrow SIS can be used both with the rest of the BlackArrow Advanced Advertising System or in conjunction with third-party advertising services.

BlackArrow will be demonstrating its SIS as part of the BlackArrow Advanced Advertising System at the CableLabs® Summer Conference, August 5-8 in Keystone, Colo. The conference is open only to CableLabs members and vendor participants.

About The BlackArrow Advanced Advertising System The BlackArrow Advanced Advertising System is used by service providers such as Comcast, Rogers Communications and Time Warner Cable to manage the technological complexities and business issues associated with advanced advertising across multiplatform pay-TV environments. For pay TV service providers, the BlackArrow Distributor Suite offers a central, open, standards-based platform for managing placement opportunities, business rules and ad policies, and for controlling real-time ad routing and return path data aggregation. The BlackArrow Campaign Suite enables ad sales and marketing organizations to define, manage and monetize multiplatform advertising campaigns. The BlackArrow SIS enables service providers to aggregate disparate sources of customer information into a single view for enabling the delivery of relevant advertising to the appropriate audience. For content providers, the BlackArrow Business Suite offers advanced tools for managing avails, or placement opportunities, as well as ad policies, ad sales rights and asset metadata.

About BlackArrow, Inc.
BlackArrow is a leading worldwide provider of advanced advertising technology for New TV platforms. The company's multiplatform advertising system is designed specifically for video content distributed over any on-demand platform, enabling networks and content distributors to maximize advertising revenues. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Ventures, Intel Capital (NASDAQ: INTC), Mayfield Fund, Motorola Ventures, NDS Group, LTD., Polaris Venture Partners and Time Warner Cable. The company has offices in New York City and San Jose, Calif.

BlackArrow is a trademark of BlackArrow, Inc. CableLabs®, is a mark of Cable Television Laboratories, Inc. All other trademarks are property of their respective owners.

CONTACT: Paul Schneider, PSPR, Inc., for BlackArrow, +1-215-817-4384 (office), +1-215-817-4384 (mobile),

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