TV advertising system manager/provider BlackArrow has added an update to its Advance Advertising System with an “audience-based frequency capping” component, allowing clients to set limits on the number of times an ad is seen by a household on any device by the day, week, month, or throughout an entire ad campaign.
With too many ad exposures, marketers run the risk of lower overall effectiveness of its message. In particular, the new component can help control TV viewer exposures, says BlackArrow.
“The future of TV is bringing high-quality TV content to viewers when and where they want to watch it,” stated Jacob Naim, vice president, product management at BlackArrow. “To monetize this content, the industry needs tools that can deliver targeted, frequency-controlled, dynamic ads to both TVs and IP-based devices.”
BlackArrow has developed what amounts to a “server-side cookie.” Says Naim: “Ad servers can then check this frequency count when a TV, set-top box or device requests an ad and ensure the frequency capping rules are respected.”
BlackArrow’s advanced advertising software system, used by on-demand and linear programmers delivered to TV and devices over traditional or IP (internet protocol) infrastructures, reaches nearly 32 million homes.