The CEO of advanced ad firm BlackArrow Inc. has technology that NBC, Fox and other cable and broadcast networks can use to disable the fast-forward function, and he is teaming up with several other industry players to test how cable subscribers respond when they can't skip commercials.
Comcast Corp. (Nasdaq: CMCSA, CMCSK), Time Warner Cable Inc. (NYSE: TWC) and other MSOs with ties to BlackArrow have typically only run one pre-roll ad in VoD programs. BlackArrow recently launched a product that allows pay-TV providers to insert targeted mid-roll ads in on-demand shows, similar to the strategy used by Hulu LLC and other Web video providers. In an interview with Light Reading Cable, Denhart predicts that the market for cable VoD advertising will heat up toward the end of 2011.
- Page 2: