Rogers Communications has signed an agreement with BlackArrow of New York to provide an advertising marketplace for its video-on-demand television service. The system will allow Rogers to insert pre-, post- and mid-roll ads into Rogers On Demand programming. According to the company, this is the first wide-scale roll-out of dynamically inserted mid-roll advertising in North America. "The introduction of dynamically-inserted advertising solutions within on-demand TV can significantly change the scope of on-demand television in Canada," said Nick Troiano, president of BlackArrow. "We look forward to working together with Rogers and their programming partners to create a vibrant, industry-leading on-demand environment that can increase content choice, create new advertiser opportunities for engagement with viewers and give Rogers an edge in the competitive video market."