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Motorola and BlackArrow Complete Integration for Advanced On Demand Advertising


Companies leverage SCTE 130 standards to enable dynamic insertion of on demand video ads

HORSHAM, Pa – Motorola, Inc. (NYSE: MOT) is accelerating the delivery of personalized media experiences through a collaboration with BlackArrow, the independent provider of multiplatform ad-management systems. The companies are working together to deliver a powerful, SCTE 130-compliant addressable advertising solution that enables advertisers and content providers to exert exacting control over ad placement and generate revenue through additional advertising opportunities. Through this integration, ads can be selected in real time by BlackArrow’s powerful ad decision server and added dynamically to on demand content using the Motorola B1 on demand server.

Motorola’s B1 on demand video server provides a flexible, high performance platform for video on demand (VOD), time-shifted TV and network-based digital video recorder (nDVR) devices. One of the server’s key features is the ability to create ranged playlists that enable it to dynamically insert targeted ads at any point in on-demand content. Combining this capability with the BlackArrow real time ad decision server (ADS) means that accurately targeted ads can be dynamically inserted before, after, and during on demand content playback. As a result, it is possible to deliver pre-roll, mid-roll, and post-roll advertisements that are always fresh, relevant and targeted.
“We are enabling on demand content providers and distributors to maximize the relevance and timeliness of their advertising,” said Dean Denhart, president and CEO at BlackArrow. “This not only optimizes content providers’ ad revenues, but ultimately enhances the end user experience. Once our powerful ad decision server has identified the right ad for the right audience, the unique capabilities of the B1 server enable it to be inserted on the fly anywhere into on-demand content.”
“Viewing habits are shifting from ‘prime time’ to ‘my time’ viewing,” added Buddy Snow, senior director, on demand video for Motorola’s Home and Networks Mobility business. “Time shifted or on demand content is already personalized due to the way it is requested and delivered, so it can enable better targeting than live broadcast. By working with BlackArrow, we can enhance this one-to-one relationship with the user, and leverage the world’s most widely deployed solid-state, on demand platform to open up new advertising opportunities to leading operators.”

For more information on Motorola’s on demand platform, including support for advanced, on demand services such as targeted on demand advertising, visit the on demand solutions section of Motorola’s website. For more on Motorola’s VOD perspective, visit the VOD section of

About Motorola
Motorola is known around the world for innovation in communications. The company develops technologies, products and services that make mobile experiences possible. Our portfolio includes communications infrastructure, enterprise mobility solutions, digital set-tops, cable modems, mobile devices and Bluetooth accessories. Motorola is committed to delivering next generation communication solutions to people, businesses and governments. A Fortune 100 company with global presence and impact, Motorola had sales of US $36.6 billion in 2007. For more information about our company, our people and our innovations, please visit

About BlackArrow, Inc.
BlackArrow is the independent provider of multiplatform ad management for viewer-controlled video. The company’s ad-management system is designed specifically for video content distributed over any on-demand platform — enabling content providers and distributors to maximize advertising revenues, and improving advertisers’ ability to reach target audiences. BlackArrow is led by an experienced team of executives from the advertising, television and digital media industries, and is backed by Cisco Systems (NASDAQ: CSCO), Comcast Interactive Capital, Intel Capital (NASDAQ: INTC), Mayfield Fund and Polaris Venture Partners. The company is privately held, with offices in New York City and San Mateo, Calif.

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