• by Fern Siegel , September 29, 2010

Rainbow Media, which operates various cable channels, including AMC, IFC, Sundance, Wedding and WE tv, is doing a VOD ad trial with BlackArrow's ad system.

The cable company hopes to leverage its content, such as AMC's "Mad Men," cross-platform in an addressable VOD ad effort. The multiphase trail will explore on-demand campaign management, rotating inventory, real-time ad decisions and impression-based reporting.

"Given the dramatic increase in subscribers viewing on-demand programming, we are looking at ways to provide our advertisers with additional vehicles for building brands and driving purchases in this medium," stated Dave Evans, senior vice president, broadband, Rainbow Media.

Nick Troiano, president of BlackArrow, says the ability of networks and operators to monetize on-demand TV programming will have a "direct effect on the value of VOD as an ad medium." He says AMC is putting into practice "measureable advertising opportunities that extend the value of premium content."

In April, BlackArrow announced it had closed $20 million in Series C financing. Last year, Comcast acquired BlackArrow's ad insertion technology for its On Demand programming.

Earlier this month, AMC struck a deal with Paramount Pictures to make AMC the exclusive basic cable home of "The Godfather" trilogy. Cablevision owns Rainbow Media Holdings.