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.

Share

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.)

Share

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.

Share