When our favorite shows began migrating off of TV sets and onto screens like our smartphones, much of the initial reaction focused around consumption on-the-go. Mobile formed the basis of the “TV Everywhere” (TVE) term, as we envisioned a world where people watched TV on the train to work.
Despite the fact that television is embracing multiscreen, the living room TV set is how most viewers watch today. Adobe’s TV Everywhere report for Q2 2016 showed that TV connected devices (TVCDs) have become staples within households for TVE consumption. When we looked at TVE viewing and the change in time spent by device for instance, TVCDs grew 149% year-over-year (YoY), topping browsers, Android and iOS.
Online sales for TVCDs also grew 143% YoY, where we see strong demand for subscription services helping contribute to the growth. The findings in this report showed that through the large number of consumers embracing connected devices within their homes, TVE has returned to the living room.
In an environment where consumers demand reliable, high-quality video experiences across screens, connected devices present a major opportunity for media companies to deliver premium viewing that’s personalized to the individual. The technology should remain invisible to the user, but the experience should aim to delight.
Today at IBC, we announced new capabilities in Adobe Primetime that will help deliver on these points. Media companies will now be able to deliver premium experiences across connected devices that are personalized and buffer-free.
Content also needs to be effectively monetized while ensuring that playback does not suffer. As an industry-first, Adobe is introducing live-linear ad replacement across every screen. As the scale and demands for streaming become increasingly larger, media companies can now seamlessly replace broadcast TV commercials with dynamically targeted ads. Data points ranging from device type and audience behavioral characteristics to Nielsen segments and psychographic data can all be leveraged so audiences get relevant, personalized ads.
The new dynamic ad insertion capabilities deliver on a hybrid approach of both server-side (in the cloud) and client-side (across devices) ad insertion for live and on-demand streaming. When there are millions of people tuning in to an event, ad insertion becomes a huge technological hurdle; this approach helps to prevent hiccups. The new capabilities in Adobe Primetime assist in delivering a consistently high quality and personalized user experience designed to generate higher CPMs.