• by David Goetzl  @dgoetzl, June 1, 2011

BlackArrow, the tech company facilitating ads in video-on-demand programming, says it has a product allowing for dynamic insertion of mid-roll ads. That has the potential for networks to boost ratings if they are willing to stuff VOD streams with the same ad loads as on-air.

When the ads are the same, Nielsen is beginning to aggregate ratings for shows whether viewed on-air, online or on-mobile. Viewing on the traditional free VOD platform could be integrated into the calculations as well.

Still, that could be a while.

In the interim, BlackArrow technology will likely benefit networks as they sell advertisers on a chance to swap ads in and out of VOD streams, which are housed on a menu for weeks on end.

Furthermore, if programmers are loath to run the equivalent of a full ad load on VOD, they could still move to at least a pair of ads in the middle of a stream. Also, unlike TV -- where ad breaks come at specific points -- the BlackArrow system could allow insertions at various points (perhaps after a product placement, although that could turn viewers off) and aren't beholden to a traditional schedule.

BlackArrow, which is working with the 4As, networks and agencies to spread VOD as an advertising avenue, is backed by venture-capital arms of Comcast and Intel, among other entities.