Posts tagged "video"

Adobe Primetime & NBC Sports Go for the Gold at the 2014 Winter Olympics

Adobe Primetime has been powering NBC Sports across screens since the 2012 Summer Olympics in London. By gathering feedback directly from NBC and its viewers, we’ve continually enhanced Adobe Primetime — and the result is a more dynamic, more engaging viewing experience, on more screens, for sports fans everywhere.

Today, we announced that NBC Olympics, a division of the NBC Sports Group, has selected Adobe Primetime to power the 2014 Olympic Winter Games in the U.S. across desktops and mobile devices, including iOS, Android, Mac OS, Windows, and others.

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Here are some highlights of the upcoming Olympics experience for viewers:

  1. Comprehensive coverage across more screens and device types. For the first time, every event will be available on every connected screen, live and on-demand. This means that viewers will be able to watch the action as it unfolds on any device, or view it later with full event replay. With the Sochi Games, we’ve expanded coverage to the X1 Platform by XFINITY from Comcast — the first IP-based set-top box to deliver live coverage through Adobe Primetime.

  2. Simplifying the authentication process. We’re working with five MVPDs to make watching the Games on devices as easy as changing the channel. Subscribers of Cablevision, Comcast, Cox, and Midcontinent pay-TV services will be able to bypass the login page of the NBC Sports Live Extra experience when accessing the site and apps from within their homes.

  3. Delivering on the promise of dynamic advertising. In another industry first, broadcast television commercials will be replaced dynamically across every screen for live and on-demand viewing. NBC Sports is leveraging its legacy ad serving infrastructure for campaign management and ad decisioning, while Adobe Primetime will handle the ad insertion process to manipulate and weave content and ads together into a single stream. The result is more-relevant ads, a buffer-free viewing experience, and more ad revenue for NBC.

In addition to all the enhancements to improve the viewing experience, we’re also continuing to work hard to scale our offering for NBC and other broadcasters and MVPDs. Advancements like enterprise-grade outage protection will ensure uninterrupted delivery for NBC’s broadcast operations team, and our work with Microsoft via Windows Azure Media Services (see press release) makes it even easier for programmers and operators to embrace cloud-based video delivery.

Our Adobe Digital Index team also released a Q4 Digital Video Benchmark Report, which looks at digital video viewing trends and offers some predictions based on 22.5 billion online video starts, 574 million authenticated streams (TV Everywhere), and survey results from 400 U.S. sports viewers about their new viewing habits.

We hope you enjoy watching the Winter Olympics as never before — on the IP-connected screen of your choice, live and on-demand — and that the Adobe Primetime-enabled viewing experience shows you that the future of TV is here.

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Adobe Primetime Wins 2014 SIIA Content CODiE Award

2013 was a busy year for Adobe Primetime, from bringing the full solution to market to building on customer and partner momentum. We’ve hit the ground running in 2014 with some exciting news on the horizon, and we’re thrilled to announce that Adobe Primetime was just named a 2014 SIIA Content CODiE Award winner in the “Best Video Platform for Media & Publishers” category.

During the past 28 years, the Software & Information Industry Association (SIIA) CODiE Awards have recognized more than 1,000 software and information companies for achieving excellence. The CODiE Awards are the only peer-recognized program in the content, education, and software industries. There were 91 finalists across 26 categories for the SIIA Content CODiE Awards representing the information industry’s best products, technologies, and services created by or for media, publishers, and information services providers. SIIA’s rigorous judging, evaluation and voting process is explained here.

Adobe Primetime’s CODiE Award win validates the innovation, vision and industry impact we’re delivering as we extend TV beyond the living room and bring it to every IP-connected screen. We’re giving programmers and cable operators the ability to stream, protect, analyze and monetize video across desktops and devices. It’s an honor to be recognized by SIIA alongside so many innovative players in the software industry.

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We’d also like to congratulate our fellow Adobe Marketing Cloud winners in the following Content CODiE Award categories:

Lastly, we’d like to say congrats to our own Jens Loeffler, who was named to CableFAX’s Digital Hot List, which “recognizes executives shepherding innovation and progress in social media, digital distribution, app development, web content, technology strategy, TV Everywhere/authentication and other cutting-edge multiplatform projects.”

Stay tuned for some news around Adobe Primetime coming next week. For the latest Adobe Primetime updates, visit this blog, follow us on Twitter, and check out the website.

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Streaming Media Readers Recognize Adobe Primetime’s Industry Contributions

It’s been a busy week for us. At Streaming Media West in Southern California, Adobe Primetime team members Campbell Foster and Joel Huff spoke on panels about the state of TV Everywhere. At the OTTtv World Summit and AdMonsters Screens events in London, our own Steve Allison spoke with M6 about IP broadcasting trends in Europe. And we’re continuing our hard work with partners to bring major sporting events across screens in 2014. It’s clear that the future of TV is bright and Adobe Primetime is playing an integral role in taking TV beyond the living room and making any IP-connected screen a TV.

We’re excited to announce that Adobe Primetime was recognized today as a winner of the 7th annual Streaming Media Readers’ Choice Awards in three categories – DRM/Access Control Solution, Media & Entertainment Video Platform, and Video Advertising Management Platform. The awards honor the best online video technologies based on public voting. According to Streaming Media, more than 300 nominations were submitted across 26 categories. It’s always exciting to see our efforts recognized, but we’re especially pleased that this award recognition is based on voting by Streaming Media’s readers. Thank you to the Streaming Media staff for hosting this award and the readers who voted for Adobe Primetime. We appreciate the honor and we have some exciting innovations around Adobe Primetime coming in 2014 – along with continuing our hard work with partners to deliver major sporting events across screens – so stay tuned.

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And congratulations to our fellow Adobe Creative Cloud team who were also honored with a Streaming Media Readers’ Choice Award for Adobe Premiere Pro CC in the “Desktop Video Editing Software” category.

UPDATE (11/25/13): Don’t miss our Streaming Media webinar on MPEG-DASH & HTTP Adaptive Streaming on Thursday, Dec. 5 at 11:00 a.m. PT / 2:00 p.m. ET. Register today and join our expert panel of speakers from Adobe, DASH Industry Forum, Microsoft and Dolby.

Adobe's Joel Huff (center, right) accepting a Streaming Media Readers' Choice Award for Adobe Primetime from Streaming Media's Eric Schumacher-Rasmussen (center, left)

Adobe’s Joel Huff (center, right) accepting a Streaming Media Readers’ Choice Award for Adobe Primetime from Streaming Media’s Eric Schumacher-Rasmussen (center, left)

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Adobe Primetime Continues to Drive TV Everywhere Momentum

Today we are announcing some great momentum for Adobe Primetime PayTV Pass (formerly Adobe Pass), as well as for the overall industry movement of TV Everywhere. Turner Broadcasting System, Inc. (TBS, Inc.) is the latest Adobe Primetime customer delivering TV across screens as a leader in driving TV Everywhere adoption. To date, TV Everywhere has experienced bursts of success with large scale events like the Olympics and March Madness, but there has not been a critical mass of everyday use. That is now starting to change with more premium content coming online (both live linear and VOD), an increasing shift in viewership from traditional TV to online, and greater opportunities for content owners to monetize those online views thanks to innovative technologies such as Adobe Primetime.

In comparing the first half of 2013 with the same period last year, Adobe Digital Index has seen a 400% increase in authenticated streams, and the total number of Adobe Primetime PayTV Pass-enabled websites and apps has doubled across devices from 50 to more than 100. Online video consumption habits are definitely changing given the ever expanding breadth of devices and platforms – with tablets alone accounting for a 150% increase in video starts from Q2 2012 to Q2 2013. Web, iOS, and Android still represent the bulk of consumption, but other connected devices such as Xbox, Roku, Apple TV, and Smart TVs are rapidly gaining traction. Our data shows that 16% of U.S. households are watching pay-TV online as of September 2013 – representing more than100% growth since December 2012. We delivered 29.3 billion video streams to Adobe customers in Q3 2013 – up 124% year-over-year.

The conversations we are now having with our customers also suggest that the tipping point for mass TV Everywhere adoption is upon us. Whereas phase one of TV Everywhere was about “checking the box” to appease the pay TV operators, our programmer customers and pay TV partners alike are now focusing on growth with an emphasis on content discoverability, device expansion, and user experience. And most telling in my opinion, we are now getting considerable interest in our upcoming fraud limiting services to ensure people aren’t sharing credentials or otherwise trying to game the system. Considering the early critics questioned whether the traffic would come at all, it’s a nice twist that too much consumption has now become a concern!

AdobeBroadcastWe’re thrilled to see increased momentum around TV Everywhere on the rise with Adobe Primetime helping pave the way for success. Within two years, we expect TV Everywhere will advance with:

  • Every major TV channel having a TV Everywhere presence via websites or apps
  • The reported 40% of Internet-connect TVs in U.S. households (LGR Research) will actually be in use
  • Content authentication being fully automated – removing consumers from the process

We also found that mobile video viewing is up more than 2x year-over-year (YoY). Consumers of video content via mobile devices are on the rise (see graphs below). An Adobe Digital Index review of 1 billion video starts to 50 branded sites shows that mobile video viewing is up 134% YoY with tablets growing the fastest up 150% YoY.

ADI-Share-of-Video-StartsThe growing mobile audience provides incremental engagement and revenue opportunities for advertising. Tablet viewers, in particular, are early adopters who typically spend more money, book more trips, and consume more media content. Publishers can capitalize on this target audience with high CPMs (Cost Per thousand Impressions) and incremental impressions. Publishers may also consider creating more mobile-specific content to promote the use of mobile devices and further train consumers to use companion devices while watching a show live or online.

We’ve said that 2013 would be the year that TV Everywhere takes off and our forecast is holding true. Stay tuned for more updates and momentum coming as we head into 2014!

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Adobe Primetime and Level 3 Score Match Point By Powering Tennis Channel and the U.S. Open

For passionate tennis fans, the U.S. Open has been top of mind for the past two weeks. The annual event culminated with Rafael Nadal and Serena Williams taking the Men’s and Women’s titles, respectively. With all the competitive matches leading up to the crown, tennis fans have been tuning into the Open – and not just on TV. Tennis Channel, which has telecast rights to the U.S. Open, has also been streaming the event online and across Android and iOS devices – powered by Adobe Primetime.

Established in 2003, Tennis Channel is the only 24-hour, TV-based multimedia destination dedicated to both the professional sport and tennis lifestyle. A hybrid of comprehensive sports, health, fitness, pop culture, entertainment, lifestyle and travel programming, the network houses every aspect of the wide-ranging, worldwide tennis community. It also has the most concentrated single-sport coverage in television, and is carried by nine of the top 10 MSOs, Verizon FiOS TV, and has a national footprint via DIRECTV and DISH Network.

This summer, Tennis Channel decided to live stream the U.S. Open across desktops, iOS and Android devices to deliver a true TV experience for tennis fans on any screen. To make this possible, Tennis Channel selected Adobe Primetime and the Level 3 Video Cloud to broadcast the U.S. Open live via “Tennis Channel Everywhere” apps. Adobe Primetime enabled Tennis Channel to deploy apps for Linear Simulcast quickly and efficiently – using unified, multiscreen publishing, authentication (DRM), ad insertion, and analytics. The Level 3 Video Cloud provided the acquisition, encoding, packaging, and CDN delivery of content. By leveraging Adobe Primetime, Tennis Channel can reach more tennis fans, extend its brand, and reduce operational overhead by leveraging existing broadcast workflows.

It’s been great working with the Tennis Channel and Level 3. From the London 2012 Olympic Games to the 2013 U.S. Open Tennis Championships, Adobe Primetime continues to deliver broad availability of TV content across screens, synchronized viewing experiences across devices and TV, and greater revenue for TV programmers and operators. Stay tuned for more news and updates around Adobe Primetime coming soon.

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Adobe Primetime Wins “Best of NAB” Award

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We’ve been busy at NAB this week speaking with partners and customers about the future of television and the general availability of Adobe Primetime – our TV publishing and monetization platform for programmers and pay-TV service providers. Fresh off our announcement, we’re excited that Adobe Primetime has been presented with a “Best of NAB” award by Streaming Media. The award recognizes innovative online video technologies shown and demonstrated at the conference. Judges from the Streaming Media staff selected the five most innovative and best equipped technologies (no specific categories) that solve major industry challenges. We’re thrilled to be honored alongside four other companies  – Canon, Envivio, Matrox and vMix.

Adobe VP of Video Solutions Jeremy Helfand (right) and Adobe's Jens Loeffler (left) with Streaming Media's "Best of NAB" Award for Adobe Primetime

Adobe VP of Video Solutions Jeremy Helfand (right) and Adobe’s Jens Loeffler (left) with Streaming Media’s “Best of NAB” Award for Adobe Primetime

We believe 2013 will transform how consumers view and engage with TV content online and across devices, and how programmers and pay-TV providers respond to that shift. This award validates our work and the belief that the next big industry transformation since the introduction of cable television 30 years ago is upon us. We’re convinced that Adobe Primetime will play a major role in turning every screen into a TV.

Watch the video below of Adobe’s Jeremy Helfand, VP of video solutions, accepting the “Best of NAB” award from Streaming Media editor Eric Schumacher-Rasmussen.

 

Video streaming by Ustream

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Adobe Partners are Ready for Adobe Primetime

When you start something new in life be it a company, a project or something personal – it is exciting.

Today, we announced Adobe Primetime – a complete multi-screen video solution that enables broadcast programmers and pay TV service providers to capitalize broadcast video across every connected screen.

Many times, you find yourself dreaming about success and how you might change the world – and if you’re smart, you will build on strong and solid foundations from your history that accelerate your success – and that is just what we did with Adobe Primetime.

Adobe has developed very strong and trusted technology partnerships in the video delivery ecosystem that drive many of the videos watched online today. It is these partnerships and technologies that make up the ecosystem that enables the future of multi-screen video with Adobe Primetime.

While our name is new, Adobe Primetime is built on a strong foundation of encoding, delivery, playback and protection ecosystem.  Adobe Innovations such as RTMP, H.264, and Adaptive bitrate have enabled the world to engage with video in new ways developed by our customers that challenged how we consumed video.

Look around in your home, at your kids in your office and notice – the world consumes video differently today than five years ago and behind the scenes, Adobe innovation is there and that is the basis of Adobe Primetime.

Over the past 10+ years of video innovation, Adobe has partnered with the early visionaries and innovators in video preparation and delivery. As a result, Exabyte’s of video is delivered or prepared every month and consumed using Adobe technologies that are integrated into network, hardware, software and cloud solutions.

From video ingest and encoding using RTMP, to HTTP output and H.264 across every device – Adobe technologies are integrated into the very core of virtually every component in the video workflow.

Adobe Primetime was built from the ground up combining many different technologies into one and leverage existing partner solutions so that broadcasters can deliver a robust, rich live streaming or HD video on-demand experience to global audiences. The video industry is undergoing a shift towards standardization and interoperability, and it is that interoperability that will catapult the volume of video available to consumers.

This week in Las Vegas, the NAB Show is a perfect example of the evolution of video. In nearly every booth, video innovations are demonstrated on devices of many shapes, sizes and connectedness.

Okay – let’s look at the ecosystem (from our eyes), and how Adobe Primetime customers can leverage their existing hardware and services contracts to quickly address the screens of now and the future.

ENCODERS: There are two classes of encoders – those that enable live streaming and those that enable VOD streaming. Encoders can live at a broadcaster data center or in the cloud. Encoders are where video starts its journey to the device. These powerful workhorses consume one video stream or file and in real-time output 20-40 different versions at various shapes and sizes optimized for devices. Encoders also convert embedded video signals for advertising, closed captioning and entitlement then transport it to Adobe Primetime-enabled players. Encoders also package content into HDS or HLS format (both supported by Adobe Primetime) and also apply DRM and Protected Streaming using Adobe Primetime DRM (formally Adobe Access). Many encoding companies are also innovating smart origin and packaging services to provide additional scale to meet the coming demand.

Cisco_Elemental1Visionary companies like Cisco and Elemental have led the way with innovative live streaming technologies that are quickly leveraging cloud infrastructure to meet the scale and capacity required to quickly produce the quality and multiple format requirements. These industry-leading companies are present in many broadcasters’ data centers today. Adobe has also partnered with Envivio, Harmonic, and RGB Networks – whose devices and services are ready for Adobe Primetime today. We are working to enable all of our encoder partners with Adobe Primetime technologies.

DRM & PROTECTION SERVICES: DRM protection is extremely complex technology to deploy due to security and robustness requirements. When coupled with the various support across devices, connected TV’s, game consoles and PCs, DRM adds a lot of barriers to multi-screen video streaming. DRM service providers make it easier to implement license delivery, subscription entitlement and event transactional services for rental or pay-per-view services. DRM service providers operate Adobe Primetime DRM license services, and can easily integrate into encoding workflows to encrypt video content. Adobe Primetime Player uses a single DRM across desktops, Android, iOS and connected TVs – with full support for industry standard Ultraviolet Common Encryption.

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Companies like Irdeto have gladly taken the responsibility of hosting Adobe Primetime DRM license servers so it doesn’t have to be managed by broadcasters or distributors. They provide an innovative and robust protection service that can reduce the complexity for protecting content streaming to Adobe Primetime-enabled video players. Adobe has also partnered with Vualto, Authentec, CSG and other popular DRM services. Content encryption can be done when video is encoded through encoding partners, or dynamically using cloud service providers such as Level3 or Akamai.

CONTENT DELIVERY NETWORKS (CDN): Think of CDNs as the 21st century’s video antenna. Without them, we literally would not have the ability to deliver HD video across such a wide array of networks, like mobile, WiFi, office or home Internet connections. CDNs provide the transport and caching technologies vital to video delivery. CDNs are expanding what they can do by operating encoders, live ingest, encryption and other services to make video publishing easier.

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Companies like Akamai, Amazon Web Services and Level3 provide the global scale and reach required to bring video experiences to consumer devices that are uninterrupted by network buffering. Nearly every top broadcaster globally makes use of one or many of our delivery network partners. Adobe Primetime is an HTTP-streaming based solution supported by the HDS and HLS streaming formats which can pass and scale through CDNs easily. These CDNs can also dynamically prepare videos that can be watched within an Adobe Primetime-enabled video player.   Adobe partners with more than 25 CDNs globally, and we are working to certify them all to support Adobe Primetime customers.

LIVE EVENT SERVICES: Today there are more Live events and 24×7 linear streaming being watched than video on-demand. Webcasting is not what it used to be and Adobe’s partners have made perfecting professional live video streaming their business. From satellite, fiber or IP signal acquisition, these professional services companies bring the world’s major events such as the Olympics, Super Bowl, World Cup and more to every screen imaginable. By deploying the world’s most advanced live and linear facilities along with operating encoders, teleports, payment systems and large data centers – consumers now experience full HD live events that do not fail – and are enhanced with live highlight clipping and advanced performance telemetry.

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Companies like iStreamPlanet, AEG Digital Media, Deltatre, ATOS Origin, Origin Digital and NeuLion all partner with Adobe to enable Adobe Primetime customers with integrated signal acquisition, protection and engaging video player experiences that drive extremely high volumes and advertising opportunities. By combining Adobe Primetime ad insertion technology into their workflows, our customers can monetize their content through advertising and authentication. This is hard work, and it requires a masterful hand to make sure events are successful because as a friend of mine often reminds me, “If you are delivering an Internet-only stream, and it fails…you don’t have an event!”

Adobe Primetime may be new, but we have been working to pre-enable an ecosystem of technologies to provide a premier broadcast video experience across screens and more innovation is on the way!

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Adobe Primetime and the Single Publishing Workflow

Today there are different video formats to target various platforms, which invariably lead to increased storage and delivery costs, redundant workflows, and reduced scale due to caching inefficiencies. Complex workflows boost operating costs, which can prevent reaching all potential users.

For example, if it’s required to deploy four DRMs, three streaming protocols, three ad insertion technologies to reach all devices and users, and the video playback itself on the devices is not consistent due to fragmentation, it can become too expensive to deploy and maintain. The compromise is to settle on a subset of devices, which will limit your reach.

Adobe Primetime, now generally available, is committed to helping programmers and distributors reach, monetize and activate audiences across screens. This is due to having a single publishing, protocol, DRM, CVAA-compliant closed captioning, and ad workflow to reach all users across all major devices.

To simplify delivery workflows, we are enhancing our protocol support with Adobe Primetime: 

  • Adobe Primetime Player will support HTTP Live Streaming (HLS), in addition to the existing HTTP Dynamic Streaming (HDS) on the desktop
  • HLS will be available on all Adobe Primetime Player mobile platforms
  • Support of  MPEG-Dash in the future

All platforms and protocols support all Adobe Primetime Player features, including:

  • Seamless Ad Insertion
  • Digital rights management (DRM)
  • Communications and Video Accessibility Act (CVAA) compliant closed captioning
  • Enhanced video analytics

Desktops / Android

Desktops and Android devices will both include a full HLS (v4) video stack. It will specifically address the video playback fragmentation challenges on Android with its low-level integration, and provide high-quality video playback on all Android 2.3 and 4.x devices with the Adobe Primetime Player.

iOS

Adobe Primetime uses the native HLS video stack on iOS. Adobe Primetime DRM and Ad Insertion are fully compliant with Apple’s video guidelines.

Other

Future mobile and digital home support will offer all Adobe Primetime features, and can be targeted with a single publishing workflow.

We are very excited to help simplify the publishing workflow with Adobe Primetime, and provide the best possible reach and user experience for the next generation of online video content.

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Adobe Primetime Ad Serving with IAB VAST 3.0 and VMAP 1.0 Support

Adobe is continuing to invest heavily in our core ad serving capabilities with the general availability launch of Adobe Primetime. As part of our ongoing efforts to lead the industry in video monetization for content programmers and distributors, we’re rolling out significant enhancements to Adobe Primetime Ad Serving (fka Adobe Auditude) to comply with the latest VAST 3.0 and VMAP 1.0 standards. We’re excited to be the only video ad server in the market today that’s capable of both generating and reading VAST 3.0 and VMAP 1.0 ad calls.

The IAB’s Video Ad Serving Template, or VAST, was developed to provide publishers and advertisers with a common language for video player technology. In parallel, the Digital Video Multiple Ad Playlist, or VMAP, was created to detail ad insertion possibilities in instances where a programmer doesn’t control the video player or end-point distribution channel for content it owns.

The purpose of these two standards is to make video advertising more scalable and straightforward for industry participants, and Adobe is happy to announce that our Adobe Primetime Ad Serving is fully VAST 3.0 and VMAP 1.0 compliant. It is capable of both generating and reading VAST 3.0 ad calls, and allowing for inventory rights sharing among programmers and distributors with VMAP 1.0.

Before the introduction of VAST and VMAP, publishers using different players for different playback environments required advertisers to create unique ad responses for each site or device they wished to target. This created significant operational headaches, and limited the amount of money that media buyers were willing to spend on digital video. While earlier versions of VAST allowed advertisers to address these challenges, the standard also laid the groundwork to enable content programmers and distributors to communicate among themselves more efficiently. VAST 3.0 builds further on this foundation.

The latest versions, VAST 3.0 and VMAP 1.0, add a number of features and enhancements, including new details for the ad response format and how video players interpret and return signals to and from an ad server. According to the IAB:

With VAST 3.0, video players now have the ability to declare which ad formats they support. Five formats are provided as options: Linear Ads, NonLinear Ads, Skippable Linear Ads, Linear Ads with Companions, and Ad Pods (a sequenced group of ads). Skippable Linear Ads and Ad Pods are new formats offered with this release. Some video players choose to only support certain VAST ad formats in accordance with their publishing business model. With VAST 3.0, the guesswork of which VAST ad format a player supports is eliminated.

The VAST ad-­serving process when ads are served directly from a publisher’s system to the video player (Image credit: IAB)

The VAST ad-­serving process when ads are served directly from a publisher’s system to the video player (Image credit: IAB)

And:

With VMAP, video content owners can exercise control over the ad inventory displayed in their content when they can’t control the video player, to capitalize on advertising while maintaining the integrity of their program content. VMAP enables the content owner to define the ad breaks within their content, including the timing for each break, how many breaks are available, what type of ads and how many are allowed in each break.

A simplified example of the VMAP serving process (Image credit: IAB)

A simplified example of the VMAP serving process (Image credit: IAB)

The primary advantage of VAST 3.0 is that it enables monetization of breaks with multiple ads via a single ad call. This third-party ad server can control the entire ad experience for the break. In combination with VMAP 1.0, this is ideal for full-length TV episodes, which typically have several breaks with more than one ad, and for which inventory splits between the programmer and the distributor are common. With the prior versions of VAST, the ad server could only request and respond to one ad at a time – it wasn’t possible to efficiently support breaks with more than one ad. VAST 2.0 was built for short clips, but VAST 3.0 has been designed for true broadcast-to-IP TV.

Without a VAST 3.0-compliant ad server, a broadcaster will typically have to manually traffic ads against individual ad positions in a single commercial break to prevent an ad from appearing more than once. Implementing competitive blocking and enabling robust analytics and forecasting are similarly labor-intensive. This presents a trafficking nightmare for ad operations – and doesn’t scale.

VAST 3.0 and VMAP 1.0 are especially important for driving broader adoption of TV Everywhere because these protocols enable shared inventory rights between programmers and distributors. Inventory rights sharing requires interoperability between partners’ video players and ad servers, which VAST 3.0 and VMAP 1.0 provide. A distributor who deploys and controls the video player typically has to call a programmer’s ad server to insert ads that the content partner has sold. For example, a programmer may give two of every 20 minutes of ad space to a cable operator for local spots; this type of inventory sharing is made possible with VAST 3.0 and VMAP 1.0 redirects between the content programmer and distributor’s ad servers.

Global broadcasters and distributors like NBC and Comcast are increasingly turning to Adobe Primetime for its unified workflow across publishing, advertising and analytics. Adobe Primetime now features the industry’s only video ad server that can both generate and read VAST 3.0 and VMAP 1.0 ad calls, making the process of fully monetizing broadcast video even simpler for both content programmers and distributors.

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Embracing the Multi-Screen World to Reach Consumers

Last month at the AdMonsters Screens event in London, we explored the growing opportunities (and challenges) for publishers as consumers use multiple screens including their Internet-connected smartphones and tablet devices to consume digital video content – anytime, anywhere.

AdMonsters spoke with Adobe’s Steve Allison, technical evangelist for Media & Advertising Solutions, and other industry players about how to embrace the multi-screen opportunity and enhance the consumer experience. Steve thinks that distributing and reusing content across multiple screens is a continuing obstacle for many publishers, but they must “respect the soul of a device” to create fully engaging consumer experiences. Watch his video interview below and see what Steve says about making better video advertising decisions, capitalizing on the multi-screen opportunity, and driving consumer engagement across platforms.

Check out some of the other AdMonsters video interviews as well:

  • Tom Bowman, VP of strategy and global ad sales at BBC Worldwide, discusses vying for consumer attention across multiple devices and how publishers can leverage native mobile device capabilities.

  • Michael Tuszynski, product manager at MTV Networks (a division of Viacom), talks about second-screen applications and smoothly integrating video ads into the consumer experience.

  • Conor Mullen, commercial director at RTE, comments on exciting opportunities for publishers in today’s new media age and challenges in reaching consumers across various devices.

  • Bill Scott, chief operating and commercial officer at easelTV, shares his thoughts on the differences between online video content and the traditional TV model, and how audience engagement is changing.

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