• by Joe Mandese , May 18, 2012

In a development that could help advertisers and agencies tap into the burgeoning video-on-demand advertising marketplace, one of the largest cable TV operators, Time Warner Cable, this morning said it would utilize BlackArrow to power a “system-wide deployment” of real-time, dynamic ad insertion into its VOD programming.

Time Warner Cable executives said the deal would enable brands to easily tap into an audience that will include “some of the nation’s largest media markets, providing the critical cornerstones that are essential to creating a nationwide footprint of dynamic on-demand ads.”

The deal will also enable local advertisers to access commercial VOD inventory in local and regional buys.

Time Warner Cable Media President Joan Gillman said the deal lays the “foundation” for developing new “on-demand business and advertising models.”

Ultimately, she said, the BlackArrow technology will enable Time Warner Cable to extend these new ad models and opportunities into other “platforms and devices,” which she did not specify, but which presumably include some of the cable operator’s so-called “TV Everywhere” viewing options, which enable subscribers to access TV content on computers, tablets, smartphones and other devices.

The companies said the deal is the first by a major cable system operator to utilize BlackArrow’s new Ad Router technology to “redirect ad requests to third-party ad decision services for real-time decisioning and fulfillment.”