Dive Brief:
- Nielsen and ad tech firm BlackArrow announced a partnership Wednesday that should serve to speed up the use of On-Demand Content Ratings.
- BlackArrow's software inserts current, relevant ads into on-demand video content and is scalable for a national roll-out of a real-time ad replacement service.
- Currently, content streamed or downloaded after it's aired has little value to publishers because ads are no longer relevant, but BlackArrow makes it possible for new ads to appear in the content, additionally providing an avenue to start measuring ODCR.
Dive Insight:
Bringing new and relevant ads to On-Demand programming could drastically change the way people consume video content — especially television. So much content is consumed on demand versus live that advertisers are desperate to reach viewers outside of regular scheduling. The partnership between Nielsen and BlackArrow could ensure a solid way to measure ratings, which will also draw advertisers to the idea.
