Connect with the Adobe Primetime Team at IBC

IBC 2017 is right around the corner. Next week, our team will be attending the world’s leading media, entertainment and technology show, and we’re excited to discuss the ways that Adobe can help maximize your linear and digital TV revenue through personalization and intelligent advertising experiences.

We have a full slate of activities scheduled throughout the week and invite you to join us at the following onsite events or to stop by the Adobe Stand (7.G27 in Hall 7) to connect with a member of the Primetime team.

How to Design a Successful OTT Content Service – A Panel Session
15th September | 15.30–16.30 | Hub Theatre | 14.J10 | More info

Alex Hayward, Head of International for Adobe’s Media & Entertainment Business Unit, will join the panel to discuss the multitude of use cases for OTT distribution: a complement to traditional broadcast; enabling production companies, content creators and other brands to go direct‐to‐consumer; as part of a multi‐play offering for telcos. This session will guide the audience through the business models, functionality and monetisation capabilities available that should be taken into consideration when planning an OTT proposition.

The Future of Data Driven TV: How to Drive Greater Engagement and Monetization by Capturing and Using Consumer Insights
16th September | 17.30–18.00 | Adobe Stand | 7.G27
17th September | 17.00–17.20 | Hub Theatre | 14.J10 | More info

Steve Allison, Senior Manager & Evangelist, Adobe Primetime, will discuss how making use of data to drive better TV and video experiences will increasingly become the competitive differentiator helping you deliver a truly personalised experience to your most valued audiences. We will provide some insights on how a number of organisations have used Adobe Primetime’s engagement, personalization, and monetization capabilities to drive personalisation & recommendations, deliver highly targeted digital ad insertion, and optimize ad planning & yield through TV Media Management.

Adobe Primetime Drinks Reception
16th September | 18.00 onwards | Adobe Stand | 7.G27
Please join us for a drink, ‘nibbles’ and networking with the Adobe team, as well as other executives from the industry, following the discussion on data driven TV.

If you’d like to book a meeting with us to discuss your current challenges or demo the latest Primetime capabilities, we have a dedicated meeting space at the RAI convention center. For meeting enquiries, please contact Martin Smith, Head of Marketing, Adobe Primetime EMEA via email at

We look forward to seeing you in Amsterdam.

Data‐Driven Advertising is Key to TV’s Survival

For decades, advertising has subsidized the cost of media — whether it’s print, traditional broadcast or more recently, digital media. Even today, the seventy billion dollar TV advertising industry in the US is primarily driven by big advertisers looking to build brand awareness among the masses. However, with the rise of digital platforms and their new ad formats, the TV industry is witnessing a threat to its longstanding business model. Last year, digital advertising surpassed TV advertising for the first time in the US, despite better‐than‐expected TV ad spending as a result of the Summer Olympics, presidential elections, and a strong scatter market. According to eMarketer, the gap between digital and TV ad spending is expected to widen to over $10 billion this year.

Below, we’ll explore the advantages of both TV and digital advertising, where the market is headed, and why leveraging more data could be TV’s saving grace.

Data is a key driver of the growth of digital advertising. In digital, marketers can use data to plan and buy very precisely targeted media. And the targeting capabilities go way beyond the basic demographic targeting traditionally used for TV. Behavioral, contextual, and psychographic data can all be used to deliver the right message to the right audience at the right time, thereby increasing the campaign effectiveness and the value of the ad inventory. In addition, the ability to measure conversions, engagement, and return on investment provides a feedback loop for future ad planning and optimization.

Digital platforms are reaching the scale of TV and competing for viewer attention. For 60 years, TV has been the king of mass media. It reaches 300+ million people in 96% of US households. But with 273 million internet users in 2017, the reach of digital is catching up. Technology leaders have made note of digital’s growing footprint for some time now. Facebook COO Sheryl Sandberg said, “we have a Super Bowl on mobile in the U.S. every day.” Similarly, YouTube CEO Susan Wojcicki claimed, “YouTube now reaches more 18‐to‐49‐year‐olds than any network — broadcast or cable.”

However, TV has a clear advantage when it comes to premium content. In terms of time spent watching video, TV commands the lion’s share with US adults having spent an average of 4 hours and 5 minutes watching TV each day in 2016 compared to 1 hour and 8 minutes watching digital video. As a result, TV ad spending is expected to be $72.7 billion this year, nearly 6 times the digital video ad spending forecast of $12.6 billion.

This disparity is largely driven by the amount of highly‐engaging TV content produced by long‐standing media powerhouses. Moreover, premium content on the living room screen leads to more attentiveness and a halo effect on the impact of advertising. In a study on screen size, Hub Entertainment Research measured how people viewed the same content across different devices. It found that while viewers were equally engaged with program content regardless of the screen, 62% of TV viewers were able to recall half or more of the advertisers, versus only 47% for tablet viewers, 46% for smartphone viewers and 45% for PC viewers.

The superiority of content on TV, however, may soon be in jeopardy...

Digital platforms have turned their attention to acquiring premium content. YouTube, Netflix, and Amazon are investing heavily in original content, in addition to securing rights to premium video from traditional media companies and sports leagues. Very recently, Facebook launched Watch tab to showcase original video content and aims to premiere a slate of TV‐like programming. Snap Inc. has signed deals with NBC Universal, Turner, Discovery, ESPN, Vice Media, and the NFL to produce original shows for Snap TV. And Amazon Prime has reached an agreement with the NFL to be its exclusive live streaming partner for Thursday Night Football during the 2017 NFL season.

How does TV keep pace, as digital platforms approach parity with TV in terms of reach and content?

The TV industry needs to up its game in data. As the competition for viewer attention and ad dollars heats up, media companies are increasing their investments in the core pillars of monetization — content, reach, and data. With billions of dollars in ad revenue at stake, TV providers must deliver on the increasing demand for data to deliver more value to advertisers and to protect their revenues.

Adobe is developing tools for traditional TV providers. We are committed to helping TV companies use audience data to increase the value of ad inventory and reduce media waste. In future articles, we’ll outline how TV providers can work with Adobe to accelerate ad revenue through the intelligent use of data and even the playing field with their digital‐born rivals.

Moving Beyond Flash: Providing a Better TV Everywhere Authentication Experience with the New JavaScript SDK 3.0

Today’s browsers are unpredictable in the way they handle Flash content. Unfortunately, this often diminishes the TV Everywhere (TVE) user experience. For example, you may have noticed that some browsers ask users to click a button to turn on Flash each time a web page features Flash content, such as a TVE channel that you’d like to stream.

Here is what this request looks like in Safari:

This type of hurdle illustrates how Flash no longer provides ideal TV Everywhere experiences in browsers. The good news is that TVE authentication doesn’t have to happen in Flash, and Adobe Primetime has released our most user‐friendly web SDK for authentication yet, JavaScript SDK 3.0.

The Primetime authentication JavaScript SDK 3.0 provides broadcasters, cable networks, and service providers with a secure, reliable way to authenticate viewers across different TVE experiences in the same browser, while limiting the need for frequent log‐ins. Here are five reasons to leverage the new SDK:

  1. Best SDK for TV Everywhere Web Authentication — JavaScript SDK 3.0 goes beyond feature parity with our Primetime authentication Flash SDK by providing a better user experience and by loading faster.
  2. Persistent Authentication by Device ID - JavaScript SDK 3.0 allows users to log in less frequently on any single device. This is done with a new device ID that uses proprietary Adobe individualization algorithms. Earlier versions of the JavaScript SDK used the user’s IP address to maintain an authenticated state for returning users that have already logged in once. However, using the IP to do this forced users to login every time the IP address changed on their device. By using the new individualization algorithms, the new JavaScript SDK can authenticate a user once and maintain an authenticated state for a duration of time even if the device’s IP address changes. This allows a user to login once and then use their authenticated device at home, at work, or via any connection without being prompted to log in for a long period of time.
  3. One Authentication State for All Browser Tabs and Windows — JavaScript SDK 3.0 provides a single authentication state to all tabs and windows in a browser. This is particularly helpful on websites that open video playback in a new window where it opens with the same authentication state as the original window. No additional authentication calls need to be made.
  4. Easy Migration — The Adobe Primetime team has put a concentrated effort into making it easy for developers to migrate to JavaScript SDK 3.0. To migrate, all a developer needs to do is put in a new API and call the JavaScript SDK instead of the Flash SDK. Developers also benefit from more logging and debugging capabilities in JavaScript SDK 3.0, which help them get up and running fast.
  5. Strong Adoption — Over half of Adobe Primetime authentication customers are already using JavaScript SDK 3.0.

Ask your Technical Account Manager for more details on how to get started with JavaScript SDK 3.0 today.

Delivering on Consumer Expectations for Personalized TV

There’s a growing body of research to support the fact that consumers prefer personalized TV viewing experiences over uniform TV experiences that recommend similar content, regardless of who is watching. Media companies can respond to this viewer expectation by accelerating their personalization efforts. Two key resources from Adobe can help:

  1. Adobe’s latest guide, “Television gets personal”, covers how to successfully deliver personalized TV viewing experiences.
  2. A new article titled, “7 ways to personalize TV” dives into the data and technology necessary to make personalized TV work.

Specifically, the article highlights that media companies need data to understand viewers’ taste preferences and technology to infuse those preferences into a personalized experience that delights audiences. It goes on to show readers the 7 types of data and technology needed for personalized TV, including user data, session context, third‐party data, segmentation, A/B testing, algorithms, and automated optimization.Be sure to read all about these building blocks for personalization.

If you work for a media company and want to accelerate your video personalization efforts, we’d love to hear from you.

Adobe Primetime Earns [itvt]‘s Most Significant Impact Award

[itvt], or InteractiveTV Today, is a leading news source on the rapidly emerging industry of multiplatform and interactive television (ITV). Yesterday, [itvt] announced the winners of its 14th annual Awards for Leadership in Interactive and Multiplatform Television. The winners included four organizations and five individuals that are helping to push the industry forward.

Adobe Primetime was honored to win the award for “Most Significant Impact.” This award goes to the organization that has had the most significant impact on the industry as a whole over the past year. Adobe Primetime also won this award last year, which exemplifies our ongoing commitment to helping media companies monetize TV content more effectively through advancements in revenue technology across both digital and linear platforms.

Members of the Adobe Primetime team will be joining a celebration of the winners at The TV of Tomorrow Show. We hope to see you there!

White Paper Download: Multiscreen TV Ratings & Measurement

The TV industry has been talking about the challenges of counting all TV viewing for years, whether it happens on digital devices or via traditional linear. Today, major advancements in measurement have allowed TV providers to address this measurement challenge and pave the way to generating more ad revenue from multiscreen, streaming TV.

In a new white paper called “Digital Measurement for Streaming TV,” we have summarized two popular approaches to TV ratings and measurement for content delivered over IP. The paper covers how you can use video technology and digital measurement systems to:

  1. Measure streaming TV via traditional ratings while delivering ads just as they are delivered on traditional TV.
  2. Measure streaming TV via digital ratings compatible with delivering digital video ads using dynamic ad insertion (DAI) technology.

Using one or both of these measurement options will provide you with a holistic method of rating and monetizing TV programming on any screen.

Download the white paper. 

Multiscreen TV Advertising: Rethinking the Way We Transact and Measure

A panel discussion about multiscreen TV advertising at Adobe Summit

Adobe Primetime recently hosted a panel discussion at Adobe Summit about how media buyers and sellers transact and measure multiscreen TV advertising. The discussion provided an insider’s view of hot topics like attribution, business models, addressable advertising, and data ownership.

The discussion featured:

Josh Newman, Senior Vice President of Advanced Ad Systems at Fox Networks Group
Jonathan Bokor, Senior Vice President, Director of Precision Video at Publicis Media
Adam Lowy, GM, Advanced TV DISH & Sling TV

You can listen to the discussion here. Our top 6 takeaways:

1. Demand is accelerating for flexible methods of transacting.

TV boasts more channels, more programs, and more modes of access than ever before. Some audiences tune in via satellite TV, some via cable TV, and some via streaming TV across a huge range of devices. In response to this variety, advertisers are structuring their buys in more flexible, data‐driven ways to ensure campaigns are reaching “fractionalized” audiences. Underscoring this point, Bokor says, “In TV, we’ve always bought audience. A demo is an audience. The issue is, how do we get more granular? do we get more precise than the age/sex demo, which is a 50‐ to 60‐year‐old concept. It’s time to move beyond that. The old reason why you bought an age/sex demo to get high reach efficiently, it’s harder to get that same reach, and it’s more expensive”.

2. The business model for multiscreen TV will continue to evolve.

The evolving business model for multiscreen TV has to address the interests of consumers, advertisers, and TV providers. Consumers always want fewer ads. Advertisers always want a better return on ad spend. TV providers and content programmers always want to grow revenue. Bokor has a pretty clear idea of what it will take to achieve these objectives. It will take capabilities like precision targeting, frequency control, and attribution. And, it involves some enhanced technical capabilities, too. Bokor says, “We would be willing to support greater rates if you give us some of the things that we want – impression by impression buying with passback, being able to bump up an ID against our DMP [data management platform], decide whether or not we want that impression, precision target the audience that we want, frequency control, things like that – then it’s a conversation.”

With greater precision and higher rates, comes a decrease in ad loads and an improved viewer experience. In each scenario, experimentation has a significant role to play. For example, Newman thinks there may be ways to capitalize on consumers’ binging behavior, as viewers are highly engaged when they watch five episodes a day. Or branded content could play a bigger role. Lowy says, “You’re going to see a lot more different ways to bring in money within content itself. So you have to be very careful of what that does to the content because somewhere, some way, the revenue has to come in, and that’s a dance that you have to look at as you move on.”

3. Advertisers want to measure frequency, reach, and attribution among individuals, not devices.

Digital, IP‐based platforms have the greatest potential to give advertisers what they want, which is the ability to measure the frequency, reach, and attribution of TV advertising across individuals, not devices. Clearly, advertisers don’t want to measure one person as if they were three people, just because the person uses three devices. This distorts all the measurements that the advertiser cares about. Instead, advertisers want to connect all TV viewing for each individual to a single user profile and only then measure the effectiveness of TV advertising. This can be done for streaming TV, for example, with device graph technology that can connect a smartphone ID, tablet ID, and OTT device ID to a single anonymous profile. Bokor says, “That really gives us the possibility to get that cross‐platform reach, frequency, and attribution in a much cleaner way and in a census way, as opposed to a panel way. I think it’s going to be more accurate, and that, to me, is sort of the holy grail.”

4. The new OpenAP ad targeting platform by Fox, Turner and Viacom helps solve for fragmented media inventory, but not addressable advertising, and serves as a sign that data ownership will be under the microscope.

OpenAP helps solve for fragmentation because it allows advertisers to define audience segments and do index buying across inventory that would normally exist in silos. Newman says that this “creates a pool that can reach targetable television audiences at scale.”

Index buying at scale is a step in the right direction, but it’s not addressable advertising. With index buying, advertisers identify and purchase shows that index well for a specific audience. In contrast, with addressable advertising, advertisers identify and purchase impressions to reach only those people in their target audience. Lowy says that index buying is “a different way to target advertising, not as rich as, obviously, addressable or audience‐based targeting.”

It will take significant collaboration between programmers, distributors, and networks to do addressable linear TV advertising at scale. This suggests that data will be a point of negotiation in new carriage deals. Lowy says, “There is more time and effort in those negotiations, discussions about over the top, TV Everywhere, and other methods. All these things have been added into the discussions now that weren’t in seven years ago, five years ago.”

5. Spending on multiscreen TV advertising depends heavily on the ability to measure results.

Media buyers want to know if multiscreen TV ads are driving return on ad spend. This task is largely in the hands of advertisers because they are in the best position to define and measure the key performance indicators of their business. Bokor says, “The reality is that it depends on the brand, what their key performance indicators are, what their goals are, and what data is available. There is no magic bullet.”

Media sellers want to provide the metrics that unlock the spending. This is difficult because it requires identifying a metric that’s meaningful to all buyers and that’s technically feasible to track. Newman says, “Technical complexity and thinking about whether the metrics actually serve the best interests of everybody in the ecosystem, I think, are two other issues from a measurement standpoint.”

6. Streaming TV belongs on big screens and should be supported by ads.

Consumers have more control over the TV viewing experience than ever before. With this control, they tend to favor big screens over small screens. For example, 80–85 percent of Sling TV ads are being run on the OTT platforms through Chromecast, Roku or Apple TV. Bokor says, “if you look at time spent, OTT, or over the top, it’s already quite significant. From what I’m seeing, when you’re talking about episodic TV content, half hour or hour shows and movies, the vast majority of the viewing is on the large TV screen, not on a desktop, not on a mobile. Hulu is the bellwether. Hulu’s views, 75 percent are on a TV. So, I think what you’re going to see is that the viewing on IP‐based streaming of long‐form content is going to continue to be on a television.”

Some effort may be required to get consumers to favor ad‐supported content over paid content. With downloads and Netflix viewing of prior seasons, you can have a show where a relatively low percent of the current viewing is ad supported, according to Newman. Considering this, he says, “The collective distributor, advertiser, agency, publisher ecosystem needs to think about how we maintain, and work creatively together, to maintain the TV model, whatever it is. It’s engaged viewing in an ad supported basis, and people are not having to pay for it incrementally.”


In short, digital TV advertising offers significantly more control than traditional TV advertising. The content and screens may ultimately look very similar, but the underlying technology is dramatically better in a digital environment for areas like targeting, attribution and yield management. This calls for a dramatic improvement in how media sellers package and price TV audiences and content, which Adobe is doubling down on for TV publishers with TV Media Management (TVMM). For a quick overview of TVMM, check out this video:

Adobe Report: TV Everywhere Thrives on Every Device

Adobe Digital Insights 2017

20.5% of all cable TV households are actively using TV Everywhere (TVE), according to the latest State of Digital Video Report by Adobe Digital Insights (ADI).

This increase in video viewing is spread more evenly across devices than ever before.

Share of TVE Video Starts by Access Type

In 2015, if a TV provider had to ignore one platform, the video viewing data would have pointed to the TV connected device (TVCD). However, between 2016 and 2017, TVCDs surpassed desktop devices in share of TVE video starts. And, TVCD is the only device type with accelerating year‐over‐year (YoY) growth.

Today, if a TV provider had to deprioritize one platform, the data would point to the desktop browser. However, at 22% of TV Everywhere video starts, the desktop remains a critical screen for digital video distribution.

The streaming TV business is a cross‐device business

For the foreseeable future, streaming TV providers will continue to face the challenge of optimizing their content to mobile devices, TVCDs, and desktop browsers.

There are some pronounced differences between these platforms that add to the challenge.

1. Video junkies are on the move. 24% of TV Everywhere accounts accessed from a smartphone are viewing the majority of the videos from 3 or more locations. So, the heaviest users of smartphone video are consuming content while they are out and about.

Smartphone Share of TVE Usage by Location

2. Millennials are keen on mobile video consumption. 75% of millennials watch TV or movies at least once a month on mobile devices while only 54% of older generations share the same viewing habits.

How Frequently Do You Watch TV/Movies on a Mobile Device?

3. Consumers are very selective on smartphones. Unauthenticated video starts per visit have decreased by 31% on smartphones and 23% on desktop since 2014. This trend clearly illustrates that consumers’ time on a smartphone is very precious, with smartphone users starting 42% fewer videos per visit than desktop viewers.

Online Content Video Starts Per Visit

4. TVCDs lead TVE growth for video starts. TVCDs grew by 349% over the past two years and is the only segment whose growth continues to accelerate. Both mobile (phone / tablet) and browser video starts grew at less than 20% YoY after stronger gains the year before.

TVE YOY Video Start Growth by Access Type

5. The cost of TVCD video ads increased at nearly twice the rate of TV spots. CPMs for video ads are growing at a higher rate than the costs of traditional TV, mobile search and display ads. Only the cost of Super Bowl advertising has grown at a higher rate since 2014.

Cost of Advertising Increase from 2014 to 2016

The TV Everywhere model is gaining traction

These video consumption trends favor ad‐supported TVE providers. As consumption increases on TVCDs, these providers will have more ad inventory on the biggest screens in the household. And, as mobile consumption increases, media companies will have more ad inventory on the most personal device that consumers carry with them. Combine that with the fact that the cost of video ads continues to accelerate, and the future looks bright for TVE.

Ooyala Taps the Power of Adobe Experience Cloud

A man watches a major broadcasting event

Adobe has powered the digital delivery of some of the biggest broadcast events in history. Through Adobe Primetime and the Adobe Experience Cloud, the largest media companies are able to deliver video content at scale, monetize audiences effectively through video advertising and leverage data to personalize the overall viewer experience.

Ooyala, a global provider of video monetization technology and services, announced today that they are tapping into Adobe Primetime capabilities for cross‐device video playback and monetization. This will enable media companies of any size and in any region, to take advantage of the most reliable and scalable broadcast technology used by Turner, Comcast, NBC Sports, Disney and others for delivering great video experiences across any screen.

More than ever, it’s critical for media companies to get this right. The advancements of mobile and TV connected devices have pushed video to the forefront. A recent survey from Deloitte finds that binge‐watching is becoming the norm: 73% of U.S. consumers claim to binge‐watch and nearly 90% of Millenials and Gen Z say the same, with almost 40% doing so weekly. The way in which audiences are consuming video is shifting as well. In the State of Digital Video report from Adobe Digital Insights, TV Everywhere video starts increased 102% in two years. It’s clear that audiences are consuming more video, but viewers are also fragmented across devices and have increasingly high expectations for quality and personalization.

The pace in which digital viewers are shifting their consumption habits will continue to accelerate, especially with trends like mobile‐first giving way to mobile only and the rise of TV returning to the living room via devices like Roku and Apple TV. Media companies have found that the new battleground for consumer mindshare increasingly rests on great experiences that are engaging and relevant. Especially in a booming area like video, maintaining the status quo will no longer be enough. Adobe and Ooyala are here to help.

Making the Transition to HTML5 Video with Adobe Primetime

Transition to HTML5

Streaming TV providers face a big challenge: transitioning from Flash to HTML5 to reach as many screens as possible.

At Adobe, we understand this challenge. We’ve helped major media companies transition successfully to HTML5, and have a long history of delivering quality, reliability, and performance at scale. We ensure that even companies with the most sophisticated requirements can deliver HTML5 video everywhere it runs, including mobile and web browsers, as well as apps on Android, iOS, Smart TVs and connected TV devices such as Chromecast and Amazon Fire.

To help media companies migrate from Flash to HTML5, we’ve developed The Ultimate Technical Guide for the Flash‐to‐HTML5 Transition.

  • Part 1 addresses HTML5 basics, including how HTML5 video evolved from a basic industry standard with limited usefulness for broadcasters, to a mature stack that now addresses premium TV use cases.
  • Part 2 covers HTML5 security, including why we need DRM in HTML5 and the fundamentals of how it works.
  • Part 3 discusses HTML5 deployment best practices for multi‐DRM, ad insertion, and cross‐device optimizations.

Here, in Part 4, we conclude with eight ways that Adobe can help smooth the transition to HTML5 video.

1. Leverage the technical optimizations of an established video technology platform

If you go down the path of building your own HTML5 video player, you’ll quickly realize that solving for the problem of fragmentation across browsers, devices, and platforms is not the best use your developers’ time.

Adobe Primetime increases developer productivity by 59% by handling browser, device, and platform optimizations for you. It includes a smart heuristic engine that understands the capabilities of each playback environment and makes any adjustments needed to provide a seamless consumer experience. Primetime provides advanced streaming TV features, including hosted multi‐DRM, ad insertion, a flexible UI framework, and analytics that work everywhere your viewers watch your content.

2. Get to market faster with an advanced UI framework

Our customers deploy rich, engaging viewer experiences quickly because Adobe Primetime includes a flexible UI framework that can be modified based on your needs. It supports advanced UI features such as multi‐view, picture‐in‐picture, multi‐language, and closed captions.

Advanced UI Framework

The Primetime UI framework also includes advanced advertising features to support seamless pre‐, mid‐, and post‐rolls, VPAID ads, and advanced integrations with a broad range of rich media formats.

3. Solve for ad insertion into DRM‐protected content

Adobe Primetime is addressing the challenge of ad insertion into protected content by supporting DRM and ad insertion in the player natively. Adobe Primetime can be used to insert ads into MPEG‐DASH CENC and encrypted HLS streams, which addresses the majority of HTML5‐compliant browsers. With Adobe Primetime, ad insertion into DASH content is handled almost exactly the same as ad insertion into HLS content. For example, creative repackaging and ad rules work for DASH just like they work for HLS, and Adobe Primetime manages the complexity of the nuanced differences between HLS and DASH.

Adobe Primetime will also be able to insert ads into DRM‐protected DASH or HLS streams within the Common Media Application Format (CMAF) container format. CMAF is bringing the industry close to a truly unified DRM‐protected format. CMAF has been designed to allow fMP4 segments used with MPEG‐DASH to coexist with HLS, rather than competing with or supplanting HLS. Our white paper on CMAF covers this topic in more detail.

4. Drive revenue with viewability and advanced advertising integrations

Adobe Primetime works with its customers to enable the viewability and advanced advertising integrations that help drive ad revenue. Many of our customers request viewability integrations with companies like Moat because viewability data helps them optimize for viewability and sell their inventory at higher CPMs.

Other capabilities that we support include HTML5 VPAID advertising and other rich media formats. HTML5 VPAID support is a must‐have for ad‐supported streaming TV providers following on the heels of the Interactive Advertising Bureau (IAB)’s recommendation to eliminate Flash video ads by July 2017. Adobe Primetime fully supports HTML5 VPAID and Adobe participates actively in the IAB working group driving digital video technical standards. With a browser TVSDK and a native TVSDK for iOS and Android apps, Adobe Primetime provides companies that rely on VPAID with the tools needed to run ads on as many screens as possible.

5. Benefit from streaming video optimizations without doing any of the work

Adobe Primetime continuously works to reduce live latency, improve video startup times, and provide a seamless playback experience. For example, we’re currently working on delay‐free live streaming with HTTP/2. We’ve successfully built innovations into our platform like Instant On, which reduces startup time to half a second or less. We’ve also built smart algorithms into our platform, including bitrate stabilization switching for unstable network connections. This work ensures that Adobe Primetime customers get the benefit of streaming video optimizations without allocating developer resources.

6. Use the measurement solutions that are the best for your business

Media companies and advertisers have suffered from a lack of standardized measurement for streaming TV since about 2010, when consumer demand for streaming really started to pick up. This lack of measurement has now been largely solved through innovations from Adobe, Nielsen, and comScore.

There are two ways to measure streaming TV today: via traditional or digital ratings. You’ll soon be able to read about these options and the products that make them possible in our upcoming “Digital Measurement for Streaming TV” white paper.

Regardless of which measurement option is utilized, there are two primary reasons why implementation is easier for Adobe’s media customers. First, Adobe Analytics for Video has released Adobe Certified Metrics, the now standard, certified video implementation through the Adobe SDK that can be used as the census input to audience measurement partners. This SDK fully integrates comScore and Nielsen measurement through the video enablement implementation stage in Adobe Analytics. Second, the Adobe Primetime TVSDK is pre‐integrated to fully support the Adobe Certified Metrics SDK. With this, video measurement is enabled by configuration rather than code.

7. Boost viewer engagement with Adobe Primetime recommendations

Adobe Primetime customers can use viewing data from Adobe Analytics to offer personalized video recommendations to each viewer. This is done with Adobe Primetime recommendations, which helps streaming TV providers boost engagement.

Adobe Primetime recommendations has four key advantages. First, it makes the most relevant video recommendations for each viewer using a massive data repository and multiple industry‐leading personalization algorithms. Second, it continuously optimizes the recommendations through the use of A/B and multivariate testing. Third, it provides an instant playback experience by telling the Adobe Primetime TVSDK which recommended videos to preload with Instant On. Fourth, it addresses the “cold‐start” challenge by using existing analytics data to provide relevant recommendations when a user first engages with video content.

8. Maintain the broadest reach with a Flash fallback solution

HTML5 is the preferred video playback option for modern browsers, devices, and platforms, and all major desktop browsers have announced plans to default to HTML5 media playback, according to the IAB. However, consumers will continue to use legacy browsers that do not support HTML5 video for some time.

In legacy environments, Adobe Primetime customers benefit from our Flash video fallback solution. By delivering HTML5 video wherever possible and then reverting to Flash video everywhere else, Adobe Primetime provides the greatest possible reach in modern and legacy environments while supporting the same feature set across our HTML5 and Flash fallback solutions.

A smooth transition to HTML5 video with Adobe Primetime

If you’re leading an organization through its transition from Flash to HTML5, choose a path that allows you to move quickly and effectively. Adobe has anticipated and solved the challenges involved with the transition to HTML5, and we look forward to continuing to help industry participants adapt the latest and most robust open technology standards.