Advanced Advertising Media Project Grows to 14 Members as ABC, NBCU, CTAM and Intel Join Initiative Cofounded by 4A's and BlackArrow

NEW YORK, May 4, 2011 /PRNewswire/ -- The 4A's and BlackArrow, a leading worldwide provider of advanced advertising solutions for New Television platforms, today announced that four new partners – ABC, NBCU, CTAM and Intel – have joined the Advanced Advertising Media Project (AAMP). The AAMP research initiative, first announced in March 2011, was created to measure the impact of advanced advertising within free video on demand (VOD) television programming.  

The four partners, representing a cross section of the broadcast, cable marketing and technical communities, enhance the areas of subject matter expertise available to the AAMP initiative. A total of 14 leading companies thus far have committed to the program, which has been designed to help the media industry shape dynamic advertising strategies and measurement that can accelerate the monetization of VOD content.

"Free video on demand is a key distribution channel for cable companies and programmers, and is also right in step with the shift in consumers' viewing habits toward watching what they want, when they want," said Angie Britt, VP, Advanced Products for CTAM. "By working together with the AAMP partners, we hope to provide our members with the data they need to unlock the potential of free VOD as a revenue source."

Previously announced participants in the AAMP program include the 4A's, A&E Television Networks, BlackArrow, CBS, Comcast, Digitas, Discovery Communications, Horizon Media, NDS and Rainbow Media. The AAMP partners anticipate announcing results of the first of three phases of research next week.

About AAMP

The Advanced Advertising Media Project (AAMP) is an industry-wide research initiative created to measure the effectiveness of advertising within on-demand television programs. The multistage project is comprised of three parts: an in-depth industry survey, a consumer VOD media research laboratory, and a live, in-market trial. AAMP participants include stakeholders from various disciplines around the industry, including 4A's, A&E Television Networks, ABC, BlackArrow, CBS, Comcast, CTAM, Digitas, Discovery Communications, Horizon Media, Intel, NBCU, NDS and Rainbow Media, among others. http://aamp.blackarrow.tv

About the 4A's

The 4A's is the national trade association of the advertising agency business. Its membership comprises virtually all of the large, multinational agencies and hundreds of small and mid-sized agencies from across the country. The 1,200 member agency offices served by the 4A's employ 65,000 people; offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association founded in 1917 helps its members build their businesses, and acts as the industry's spokesperson with government, media, and the public sector. For more information, visit the 4A's Web site at www.aaaa.org or on twitter @4As.  

About BlackArrow, Inc.

BlackArrow is a leading worldwide provider of advanced advertising technology for New Television platforms. The company's multiplatform advertising system is designed specifically for video content distributed over any on-demand 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. http://www.blackarrow.tv

BlackArrow is a trademark of BlackArrow, Inc. All other trademarks are property of their respective owners.

SOURCE BlackArrow