BlackArrow recently announced that it will be leading the discussion on second-screen advertising opportunities for multiplatform video distributors (MPVDs) at IBC 2012 in Amsterdam. On September 8, the company's senior vice president, business development, David Stengle, will be presenting a technical paper titled - "Tying TV Advertising to Action: Leveraging the Second Screen to Raise the Effectiveness & Measurability of TV Advertising" during the "Targeted Ads: Harnessing the Power of Interactivity" technology session.

BlackArrow is an industry expert on advanced advertising solutions for New Television platforms. In a release, David Stengle said that, "The companion device screen allows the MPVD to enhance its own promotional and marketing efforts, and to create additional value for viewers, affiliates, and advertisers by providing another channel for the delivery of interactive, engaging content. Using a single, standards-based solution, MPVDs can control ads on both the TV and the second screen, can tie enhanced TV opportunities to the companion screen, and can unify audience definition, sales, and measurement across all platforms."

Published data reveals that 86 percent of people using mobile Internet make use of their mobile devices when watching television, while 25 percent of users actively browse content about the program they are watching. Stengle will provide a technical overview on how solutions which are SCTE 130 / ITU-T Recommendation J.380 standard-based will serve to improve the value of second screens for MPVDs as well as for their customers.

The aim of the presentation is to raise awareness among MPVDs about numerous variables such as content, devices, and viewer preferences, and the benefits of providing timely and relevant second-screen experiences for customers. The session will provide a detailed outlook on technical considerations which include importance of approaches such as the EBIF interactive specification, Automatic Content Recognition (ACR) and Watermarking, in addition to SCTE, ITU and the IAB standards.

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