Archive for June, 2012

A Digital Video Inflection Point

Over the past few weeks, I’ve had the oppor­tu­nity to speak about the dig­i­tal video land­scape at con­fer­ences with BeetTV, VideoNuze, and Bright­cove, and I wanted to share some obser­va­tions.

helfand_brightcove-1024x768Dig­i­tal video is expe­ri­enc­ing an unprece­dented out­pour­ing of atten­tion, inno­va­tion and cre­ative energy. Even with the chal­lenges that come with any emerg­ing busi­ness oppor­tu­nity, there are many rea­sons why dig­i­tal video is at an inflec­tion point and poised for extra­or­di­nary growth. Here are five:

1. Con­sumer behav­ior is chang­ing in fun­da­men­tal ways. Indi­vid­u­als are being empow­ered with devices, like tablets and gam­ing con­soles, which offer the abil­ity to more eas­ily con­sume media. Over three-quar­ters of US adults will watch video monthly by 2014, and pro­fes­sional con­tent con­sump­tion is cur­rently grow­ing at three times that of user-gen­er­ated con­tent. Mar­kets respond to con­sumer-led trends, and this one shows no sign of slow­ing down.

2. The crit­i­cal path items for dig­i­tal video are known. Recently one of the largest global media com­pa­nies told us that they employ five engi­neers for mobile video deliv­ery for every one engi­neer they employ for desk­top video. That 5-to-1 ratio isn’t scal­able or sus­tain­able. While all crit­i­cal path items are not yet solved, hur­dles, like device frag­men­ta­tion, improv­ing user expe­ri­ence, and devel­op­ing bet­ter met­rics to buy and prove the value of video adver­tis­ing are being tack­led actively.

3. Mon­e­ti­za­tion pos­si­bil­i­ties are evi­dent and evolv­ing. In a recent sur­vey, con­sumers between the ages of 15 and 24 — tomorrow’s main­stream — were the most likely to engage with dig­i­tal video adver­tis­ing, sug­gest­ing that indi­vid­u­als are grow­ing increas­ingly com­fort­able with ads while watch­ing TV on desk­tops and devices. Dig­i­tal video ad loads are still small rel­a­tive to TV, point­ing to a mon­e­ti­za­tion mul­ti­plier effect as more pro­fes­sional con­tent comes online. A recent study also shows the grow­ing pop­u­lar­ity of paid media con­sump­tion on tablets: 18% of con­sumers use tablets for view­ing paid video con­tent, up from 11% a year ago. We are head­ing toward a per­fect storm of mon­e­ti­za­tion oppor­tu­nity.

4. Major pro­gram­mers and oper­a­tors are lean­ing for­ward. Large media com­pa­nies are moti­vated by con­sumers’ desire and abil­ity to access con­tent in new ways, and are respond­ing with inno­v­a­tive tools like the Xfin­ity App for iPad. For sev­eral major upcom­ing sport­ing events, you¹re going to see cre­ative part­ner­ships between broad­cast­ers, dis­trib­u­tors and Adobe that allow view­ers to access con­tent (live and VOD) across dif­fer­ent plat­forms and device types.

5. Adver­tis­ing Fol­lows Engaged audi­ences – and Dig­i­tal Video Engages. Pro­pri­etary research from Adobe Audi­tude shows that mid-roll video ads, the most engag­ing com­mer­cial posi­tion, eas­ily out­per­form com­ple­tion rates of pre-rolls and post-rolls. With an 87% com­ple­tion rate, mid-rolls are per­form­ing close to 30% bet­ter. Pro­fes­sional con­tent with engag­ing, TV-like ad expe­ri­ences rep­re­sents tremen­dous oppor­tu­nity. The cre­ative pos­si­bil­i­ties for bet­ter dig­i­tal video and mobile adver­tis­ing expe­ri­ences are end­less, and excit­ing.

To posi­tion Adobe’s cus­tomers on the lead­ing end of these evolv­ing trends, we are thrilled to be con­tin­u­ing our work build­ing Project Prime­time. Adobe’s Project Prime­time helps media com­pa­nies bring their lin­ear, live and VOD con­tent online to any con­nected device with greater rev­enues from ads and sub­scrip­tions. By com­bin­ing Adobe’s stream­ing, pro­tec­tion, adver­tis­ing and ana­lyt­ics tech­nolo­gies, Adobe is in a unique posi­tion to address the most sig­nif­i­cant chal­lenges that will enable the trans­for­ma­tion of dig­i­tal video.

FacebookTwitterGoogle+PinterestEmailLinkedInRedditTumblrShare

The Impact of the Flash Player Unpublish Announcement on Android Video Delivery

As announced last fall, although Flash Player for the Android mobile browser will not receive any fur­ther ver­sion updates, it remained avail­able in the Google Play Store. This week we announced Flash Player for the mobile browser will be unpub­lished from the Google Play Store.

android_logo2Does this mean Adobe is not com­mit­ted to video on mobile devices? Absolutely not. We con­tinue to inno­vate and solve mobile video frag­men­ta­tion chal­lenges. Specif­i­cally, on Android, we solve this with Adobe AIR, with high-end video fea­tures such as Adobe Access DRM, and fre­quent new releases with new video fea­tures. In addi­tion, we intro­duced “Project Prime­time”, focus­ing on solv­ing video frag­men­ta­tion and mon­e­ti­za­tion chal­lenges across desk­top, mobile and dig­i­tal home.

We made the deci­sion to dis­con­tinue sup­port for Android mobile browser because of two rea­sons: 1) Pre­mium expe­ri­ences on mobile devices are typ­i­cally being deliv­ered through apps and 2) Mobile web­sites mostly rely on HTML5 based video deliv­ery.

What does the mean for you if you use Flash Player on Android for mobile browser video deliv­ery? First, exist­ing users can con­tinue use as is. Android mar­ket unpub­lish does not mean Flash Player will be unin­stalled from devices. Devices with Flash Player already installed will con­tinue to receive secu­rity updates. Sec­ond, you should develop a migra­tion plan. New users will not be able to down­load Flash Player and install to their mobile browser.

Adobe’s solu­tion for video deliv­ery to mobile devices is cen­tered on enabling apps. As an imme­di­ate future-proof migra­tion path, Adobe AIR pro­vides the same advanced Flash based video fea­tures, which means no changes to your con­tent pro­tec­tion or video deliv­ery infra­struc­ture. AIR enables advanced video fea­tures for play­back on Android 2.2+ devices, includ­ing Adobe Access DRM, live sup­port, and adap­tive stream­ing. Adobe is fully com­mit­ted to fur­ther develop and sup­port Adobe AIR on Android. Adobe AIR does not rely on the in-browser Flash Player and is not impacted by the unpub­lish change.  Pop­u­lar AIR video appli­ca­tion exam­ples include Watch­ESPN, iTV, and Snag­films.

To learn more about Adobe AIR based video deliv­ery, read the Adobe AIR mobile video deliv­ery guide.

(Por­tions of this page are repro­duced from work cre­ated and shared by Google and used accord­ing to terms described in the Cre­ative Com­mons 3.0 Attri­bu­tion License.)

Adobe Media Server 5 Professional and Adobe Access 4 Now Available

In May, Adobe intro­duced Adobe Media Server 5 and Adobe Access 4, along with Prime­time Simul­cast. Today, we’ve made Adobe Media Server 5 Pro­fes­sional avail­able through Adobe, selected resellers, and Ama­zon Web Ser­vices. This ini­tial release, when com­bined with Adobe Access 4, allows media com­pa­nies to stream pro­tected, stu­dio-grade con­tent using a sin­gle dig­i­tal rights man­age­ment (DRM) work­flow across desk­tops, con­nected TVs, tablets and smart­phones, includ­ing iOS and Android devices. Adobe Media Server 5 offers expanded stream­ing pro­to­col sup­port for pub­lish­ers to reach the broad­est pos­si­ble audi­ence via HLS, HDS and RTMP. In addi­tion, Adobe com­mit­ted to sup­port­ing MPEG DASH in the future.

single_drm_workflow-1024x481

Dynamic and offline prepa­ra­tion of pre­mium video con­tent to be streamed using HTTP and pro­tected with Adobe Access helps sim­plify work­flows and lower stor­age costs for secure deliv­ery of video to mul­ti­ple screens. Also avail­able today, the Adobe Access library for Apple iOS allows pre­mium video devel­op­ers to build the same trusted Adobe DRM capa­bil­ity they use for their desk­top apps directly into their apps for dis­tri­b­u­tion on Apple’s App Store.

Adobe Media Server 5 Pro­fes­sional is ini­tially avail­able on Linux with the remain­der of the Adobe Media Server pro­duct fam­ily and sup­ported plat­forms expected to ship this fall. See more infor­ma­tion about Adobe’s pre­mium video offer­ingsDown­load Adobe Media Server and Adobe Access tools.