Primetime Simulcast Helps Bridge TV and Digital Ads

We all sense it, and the num­bers sup­port it. By the end of 2014, 200MM U.S. Inter­net users (76%) will reg­u­larly watch video online (source: eMar­keter). Fur­ther, the num­ber of mobile videos viewed by con­sumers has already grown at an impres­sive clip in the last year, and is fore­casted to increase 160% in 2012 (source: Nielsen).

Audi­ences are increas­ingly view­ing TV con­tent on more devices, but broad­cast­ers and net­work oper­a­tors are chal­lenged to evolve their busi­ness mod­els fast enough. Media com­pany cus­tomers tell us every day about their frus­tra­tions attempt­ing to deliver and mon­e­tize con­tent through IP-con­nected devices. Device frag­men­ta­tion, mul­ti­ple stream­ing pro­to­cols, dif­fer­ent encryp­tion meth­ods, dif­fi­culty in insert­ing mid-stream ads, and the need to build play­ers for mul­ti­ple devices all con­tribute to higher-than nec­es­sary oper­at­ing costs and a poor view­ing expe­ri­ence for video audi­ences.

Today, in an indus­try-first, we announced Prime­time Simul­cast as a new advance­ment to Project Prime­time. As media com­pa­nies broad­cast their lin­ear con­tent, Prime­time Simul­cast pro­vides a sin­gle end-to-end work­flow that enables them to simul­ta­ne­ously deliver that same con­tent to con­nected devices every­where while seam­lessly replac­ing ads in the broad­cast stream with dynam­i­cally inserted ads across desk­top, iOS, and Android plat­forms. With this announce­ment, we also unveiled Adobe Media Server 5 and Adobe Access 4 to give media com­pa­nies a sin­gle video pub­lish­ing and DRM work­flow that reaches 98 per­cent of desk­tops and all iOS, Android and con­nected TV devices. In addi­tion, Adobe unveiled the next ver­sion of Adobe Audi­tude to more eas­ily insert and mea­sure online video ads.

As media com­pa­nies deliver on the multi-screen promise to their audi­ences, Adobe is proud to help them increase rev­enue and decrease oper­at­ing costs so that they can build effec­tive busi­nesses in dig­i­tal video and improve the viewer expe­ri­ence. To explain Prime­time Simul­cast fur­ther, Ash­ley Still, direc­tor of pro­duct man­age­ment at Adobe, walks you through the lat­est move for­ward for Project Prime­time and demon­strates how these improve­ments allow media com­pa­nies to advance pro­fes­sional video for pub­lish­ers, adver­tis­ers and con­sumers.

If you’re at the Cable Show and want to see a live demo of Project Prime­time or HLS Stream­ing with Adobe Media Server 5 and Access 4, stop by and see us at Elemental’s booth #2253.

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Jeremy Helfand, Vice President of Video Solutions

About Jeremy Helfand, Vice President of Video Solutions

Jeremy Helfand is a digital media industry veteran with nearly 20 years of experience shaping infrastructure, strategy, and technology around profitable advertising-driven businesses. As the former CEO of Auditude (acquired by Adobe in 2011), Jeremy was responsible for the overall implementation of video ad management and monetization technologies for premium publishers and media companies. Following the Auditude acquisition, Jeremy now serves as vice president of Adobe Primetime, leading the global go-to-market strategies for the company’s video publishing, advertising and data management solutions. Prior to Auditude, he was the President of United Online’s Media Group, managing all advertising and partnership revenue including the launch of their audience platform, Adcurate. Prior to this, he served as SVP/GM at Advertising.com (acquired by AOL).

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