Ericsson has signed a TV anywhere deal with multiscreen and cross-platform advertising solutions firm BlackArrow.
The pair are partnering to incorporate advertising capabilities into Ericsson’s TV anywhere solutions, allowing operators to use an end-to-end, multi-screen ad system.
The partnership will see them deliver linear, on-demand, interactive and second-screen advertising, in a targeted and personalised way, across all connected devices, Ericsson said.
“The advanced advertising capabilities that we can now offer with BlackArrow will enable our customers to expand their TV service and business innovation, opening-up new multi-screen advertising opportunities and delivering a better experience for TV consumers,” said Ericsson’s vice president and head of solution area media, Ove Anebygd.
Nick Troiano, president of BlackArrow, added: “TV is being redefined from appointment viewing to watching whenever and wherever the viewer wants. Ericsson is in a great position to help Pay TV service providers offer TV anywhere at any time. We look forward to working with them to bring the latest advanced advertising capabilities to their customers around the world.”
Ericsson and BlackArrow had previously worked together on dynamic ad insertion for VoD and are collaborating on “a number of additional joint opportunities” to help pay TV service providers offer new TV anywhere services.