15 Comments

Summary:

Web alternatives, video-on-demand, and DVRs are increasingly moving in on the bottom lines of cable companies — and they’re feeling the crunch. Enter BlackArrow, a startup with offices in San Mateo, Calif. and New York City that’s been working in the wings to steal back some […]

Web alternatives, video-on-demand, and DVRs are increasingly moving in on the bottom lines of cable companies — and they’re feeling the crunch. Enter BlackArrow, a startup with offices in San Mateo, Calif. and New York City that’s been working in the wings to steal back some of that web mojo for the cable operators. Today it’s coming out of stealth mode to launch its multiplatform ad management system, one that’s already well on its way to being integrated with systems including Cisco’s Scientific Atlanta (CSCO).

“In this new world, there’s no time slots — now they’ve got to sell this as targeted advertising, and build a CPM-like rate card,” said BlackArrow CEO Dean Denhart, who joined the company in April, in an interview with NewTeeVee last week. “It’s a clash of the web sales model with traditional television. It does require them to think differently, but it’s still a TV relationship-based approach.”

BlackArrow’s platform manages, delivers, and measures targeted advertising across broadband, VOD, and eventually DVR platforms. Its customers are both cable operators and content owners, though none have been announced publicly yet. The two-and-a-half-year-old company has $17 million in funding from Cisco, Comcast Interactive Capital (CMCSA), Intel (INTC), Mayfield Fund, and Polaris Venture Partners.

Sooner or later BlackArrow is going to end up competing with Google (GOOG). The web giant has a similar system for television companies and satellite broadcasters, part of its master plan to build a single platform for all advertising.

BlackArrow has 35 employees, including Denhart and Sharon Mandell, who at various times both served as CTO of Knight Ridder Digital, and Patrick Carter, also previously on the tech side at Knight Ridder Digital. Mandell and Carter will lead technology and operations, respectively. The company recently added Chris Hock, well-known for his work as VP of product management for Flash at Adobe (ADBE); Larry Kramer, founder of MarketWatch.com and formerly president of CBS (CBS) Digital, serves on the company’s board.

We first wrote about BlackArrow after coming across its cryptic landing page earlier this year.

  1. [...] by Om Malik Sunday, October 14, 2007 at 9:39 PM PT | No comments BlackArrow, a San Mateo-based start-up is bringing web inspired ad management system that will help [...]

    Share
  2. [...] BlackArrow, a San Mateo-based start-up is bringing web inspired ad management system that will help large cable operators like to better monetize their ad-inventories and goose up their revenues. The stealth mode company has also announced $17 million in new venture capital money from Cisco Systems (CSCO), Comcast (CMCSA) and Intel Capital (INTC). Existing investors, Polaris Ventures and Mayfield Fund also invested in this round. Further details at NewTeeVee.com [...]

    Share
  3. [...] BlackArrow Brings Web Mojo to Cable Ops Web alternatives, video-on-demand, and DVRs are increasingly moving in on the bottom lines of cable companies — […] [...]

    Share
  4. [...] For good sample coverage of their launch check out NewTeeVee. [...]

    Share
  5. [...] Comcast Interactive Capital (CMCSA) BlackArrow: video advertising platform for cable (recent coverage) [...]

    Share
  6. [...] doesn’t have to be just on TV. That’s the premise behind BlackArrow, a startup that caters to the cable industry by offering a way to place ads on broadband Web video, on-demand TV, and digital-video recorders [...]

    Share
  7. [...] doesn’t have to be just on TV. That’s the premise behind BlackArrow, a startup that caters to the cable industry by offering a way to place ads on broadband Web video, on-demand TV, and digital-video recorders [...]

    Share
  8. [...] doesn’t have to be just on TV. That’s the premise behind BlackArrow, a startup that caters to the cable industry by offering a way to place ads on broadband Web video, on-demand TV, and digital-video recorders [...]

    Share
  9. [...] platforms. The space has certainly gotten more interesting since we started following the company last year; it seems like everyone wants a piece of the TV ad targeting [...]

    Share
  10. [...] テレビコマーシャルはテレビだけのものではない。…と考えるのがBlackArrow、ここは、ブロードバンドユーザのためのWebビデオや、オンデマンドテレビ、デジタルビデオレコーダ(にスキップできないコマーシャルを挿入)などを広告媒体化してケーブル業界のお世話をするスタートアップだ。同社が、$20M(2千万ドル)の資金調達ラウンドを発表している。出資者は既存の投資家たち、Cisco Systems、Comcast Interactive Capital、Intel Capital、Mayfield Fund、そしてPolaris Venture Partnersだ。 [...]

    Share

Comments have been disabled for this post