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.
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