Ad, TV Industry Leaders To Advise BlackArrow On Advancing 'Advanced' TV Ads
On the eve of Advertising Week, “advanced” TV advertising technology developer BlackArrow is unveiling a new advisory board comprised of advertising and TV industry executives to help accelerate still nascent TV advertising opportunities, including the vast unsold inventories of ad-supported video-on-demand programming on cable and satellite TV systems.
Charter members of the board include 4As President-CEO Nancy Hill and GroupM Director of Emerging Communications Mike Bologna, as well as TV industry representatives David Poltrack (chief research officer of CBS), Marcien Jenckes (senior vice president and general manager of video and entertainment services at Comcast), Marc Krok (senior vice president of advertising sales at AMC Networks) and Bob DeSena (CEO and founder of the Engagement Marketing Group).
BlackArrow said the board will help “set a direction and promote the role of advanced advertising,” including best practices for mixing conventional linear TV advertising buys with new addressable advertising, VOD, and multiplatform TV viewing.This is not the first time BlackArrow has organized a cross-section of the advertising and TV industry to help drive the advanced TV advertising marketplace forward. It was a major driver behind AAMP, the Advanced Advertising Media Project, which has held a number of industry summits on the subject and has conducted field trials demonstrating how addressable advertising improves ad effectiveness, as well as the experience of TV viewers.