4A’s, BlackArrow and Leading Media Companies Launch Industry-wide Research Initiative on the Effectiveness of VOD Advertising

New York NY March 16 2011 amp8211 The 4Aamp8217s and BlackArrow a leading worldwide provider of advanced advertising solutions for New Television platforms together with multiple industryleading media companies today unveiled the Advanced Advertising Media Project AAMP amp8212 a broadscale research initiative that brings together media industry stakeholders to measure the impact of advanced advertising within free video on demand VOD television programmingThis multiphase initiative will test measure analyze and compare consumer perceptions and responses to advertising within VOD versus traditional TV environments AAMP will leverage the collective knowledge and expertise of advertisers agencies programmers and cable system operators to shape dynamic advertising strategies and measurement that can help the industry to accelerate the monetization of VOD contentParticipants in the AAMP program include companies such as the 4Aamp8217s AampampE Television Networks BlackArrow CBS Comcast Digitas Discovery Communications Horizon Media NDS and Rainbow Media among othersamp8220As consumer viewing trends evolve agencies are seeking clarification on how best to integrate numerous TV viewing platforms into their media buys and optimize value for advertisersamp8221 said Mike Donahue executive vice president 4Aamp8217s amp8220By working together with industry leaders on the AAMP initiative we will be able to gather and analyze data that supports researchbased strategic decisions around advanced VOD advertisingamp8221In the first phase of the study AAMP researchers completed indepth interviews of more than 20 media industry thought leaders to secure a baseline understanding of industry perceptions and opportunities related to dynamic VOD advertising Study results to be announced shortly will cover such topics as the current perceptions of TV the future of advanced TV barriers to advertising adoption within VOD and the prioritization of requirements by sector of VOD advertisingPhase Two will comprise a VOD media research lab to explore and validate consumersamp8217 experiences when engaging with advertising in simulated VOD and linear TV environments Phase Three an inmarket test will employ the collected media lab data as a basis for comparison with realworld results in a live consumer trialamp8220The advertising community clearly desires the mechanisms to deliver effective relevant messages to ondemand viewers but also needs to understand how technical potential and consumer usage will converge to create optimal business modelsamp8221 said Carl Fremont Executive VicePresident Global Media Director Digitas amp8220We strive at Digitas to deliver effective relevant brand content to an audience that is increasingly becoming ondemand and interactive Because AAMP explores a wide variety of VOD advertising variables the initiative is uniquely designed to identify the obstacles and opportunities for brand content that are shaping new ondemand advertising models and measurementamp8221amp8220As TV consumption continues to fragment across a myriad of platforms and devices itamp8217s critical for key stakeholders in the New TV world to work together to develop new advertising business models that are sustainable in the long termamp8221 said Nick Troiano president of BlackArrow amp8220AAMP is designed to take a global view of the critical short and longterm needs of the major stakeholders and to help the entire industry to prioritize the steps that need to be taken to achieve a broadscale deployment of effective VOD advertisingamp8221About AAMPThe Advanced Advertising Media Project AAMP is an industrywide research initiative created to measure the effectiveness of advertising within ondemand television programs The multistage project is comprised of three parts an indepth industry survey a consumer VOD media research laboratory and a live inmarket trial AAMP participants include stakeholders from various disciplines around the industry including 4Aamp8217s AampampE Television Networks BlackArrow CBS Comcast Digitas Discovery Communications Horizon Media NDS and Rainbow Media among others httpaampblackarrowtvAbout the 4Aamp8217s The 4Aamp8217s is the national trade association of the advertising agency business The 1200 member agency offices it serves in the US employ 65000 people offer a wide range of marketing communications services and place 80 percent of all national advertising The managementoriented association helps its members build their businesses and acts as the industryamp8217s spokesperson with government media and the public sector For more information visit the 4Aamp8217s Web site at httpwwwaaaaorgAbout BlackArrow IncBlackArrow is a leading worldwide provider of advanced advertising technology for New Television platforms The companyamp8217s multiplatform advertising system is designed specifically for video content distributed over any ondemand platform enabling networks and content distributors to maximize advertising revenues BlackArrow is privately held and backed by Cisco Systems NASDAQ CSCO Comcast Interactive Capital Intel Capital NASDAQ INTC Mayfield Fund Motorola Ventures NDS Group LTD and Polaris Venture Partners The company has offices in New York City and San Jose Calif httpwwwblackarrowtv Media ContactsPaul Schneider PSPR Inc for BlackArrow Tel 2158174384 office 2158174384 mobilepsprattnetJoan BehanDuncan public relations manager 4Aamp8217s Tel 2128500724 JBehanDuncanaaaaorgPaul SchneiderPaul Schneider Public Relations Inc

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