Archive for August, 2015

Adobe Primetime Nominated for Six Streaming Media Readers’ Choice Awards

Public voting is now open for the 9th annual Streaming Media Readers’ Choice Awards – where end users (you) choose the winners honoring the best online video technologies. We’re pleased to have Adobe Primetime nominated again for helping broadcasters, cable networks and service providers deliver and monetize engaging and personalized TV and film experiences across screens.

Adobe Primetime has been nominated in six categories – Closed Captioning Solution, DRM/Access Control Solution, Media & Entertainment Video Platform, OTT Platform for MSO and MVPD, Reporting & Analytics Platform (with Adobe Analytics), and Video Advertising Solution.

Please visit http://www.streamingmedia.com/ReadersChoice/2015/Vote.aspx by Oct. 1 to see all nominees and cast your votes across 29 categories. All voters will receive a confirmation e-mail after voting closes. The top three finalists in each category will be announced on Oct. 15 and winners will be named on Nov. 18 at Streaming Media West. We hope to see you there and thanks for helping get out the vote for the Streaming Media Readers’ Choice Awards.

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Video: Strategies to Deploy Multiscreen TV Experiences

Following our Digital Video Forecast presentation at the TV of Tomorrow (TVOT) Show in SF, the Head of Digital Products for Pac-12 Networks, Ryan Currier, and the Senior Manager Digital Research and Analytics at Shaw Media, Chris Hopkins, answered some key questions about deploying multiscreen TV experiences.

Watch a recording of the panel discussion to hear directly from Ryan and Chris their answers to questions including:

  • With the device landscape changing so rapidly, how do you prioritize getting onto all the different devices?
  • Everyone is talking about data. What is Shaw Media doing with audience data?
  • Which revenue models are important to Shaw Media and Pac-12 Networks?
  • How does viewership across devices vary by demo?
  • How are you thinking about programmatic?
  • Are buyers clambering for a new currency?
  • What does the TV of tomorrow look like?


The discussion hit on a few key takeaways. First, that quality is an essential consideration when rolling out TV experiences across devices. Second, that data went from a value add to table stakes. Third, that multiscreen experiences matter to all demos, not just Millennials. Be sure to watch the whole panel discussion in the video above.

Presenting our Digital Video Forecast from TVOT SF

In June, Adobe’s Joe Martin, Manager, Digital Index, presented a Digital Video Forecast presentation at The TV of Tomorrow (TVOT) Show in SF. This show is a global gathering for executives, technologists and creatives working in the interactive and multiplatform television industry. Joe shared a detailed analysis of trends impacting the industry, covering topics ranging from TV Everywhere to live streaming video apps.

Watch Joe’s full presentation in the video below and view the accompanying presentation slides.

Here are a few of the insights included in Joe’s presentation:

1. Over 13% of pay-TV subscribers were active monthly users f TV Everywhere in Q1 2015. That’s over 14 million people that are actively viewing TV Everywhere content.

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2. There was a 4x growth in connected TV usage between Q1 2014 and Q1 2015. This indicates that viewers are moving back into the living room now that the technology is there to support their viewing preferences.

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3. The number of ad starts per video start is growing the fastest on tablets and smartphones. This indicates the growing importance of mobile in video advertising.

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For more insights like these, be sure to watch Joe’s full presentation in the video above.

The $18B Conundrum: Adblocking Goes Mobile and Mainstream

According to research from Parks Associates, password-sharing is costing subscription video-on-demand sVOD services north of $500MM per year. Compare that with adblocking, which is costing ad-supported content providers $18B a year according to a new report from Adobe and Dublin-based PageFair.

$18B. With a “B.” That’s 36x the amount of economic damage inflicted by password-sharing. Let that sink in. Now take a deep breath, and let’s look at the problem.

Cause for Concern

Historically, the challenges posed by adblocking have been limited to the desktop. However, as consumption of television and film content have shifted to connected and mobile devices, the threat of adblocking has abated, or at least become less dire. Two major factors are now causing grave concern among content producers who rely on advertising as their primary revenue source:

  1. Apple’s iOS 9 will likely include adblocking features in Safari by default.
  2. Adblock plus is now available in limited beta for Android.

Safari on desktop maintains a paltry 3% market share, but it is by far the most widely used mobile web browser due the iPhone’s dominance (and Google’s unusual reluctance to end-of-life the native Android browser in favor of Chrome for Android, a decision that would narrow the gap with Safari mobile). If Apple extends its Content Blocking API to native mobile app developers for iOS, and if Adblock Plus for Android gains traction, the results could wreak longer-term havoc for ad-supported broadcasters and cable networks who monetize distribution to mobile devices.

Currently, measurement is one of the key factors limiting uptake in linear broadcast to mobile and connected devices within the traditional C3 and C7 windows. But as Nielsen and other measurement services improve their ability to evaluate audience composition across screens, and as addressability and programmatic improve and become more widespread, more dollars will flow from traditional linear to OTT and TV Everywhere. Adblocking on mobile devices, however, has the potential to slow this movement to a trickle. Why execute a multiscreen TV buy if viewers on half the screens can’t see the ad?

The Way Forward

There are no easy or obvious solutions to the problem of adblocking. We agree with Univision’s Kevin Conroy, who argued compellingly that marketers play a vital role in making digital advertising better. Marketers need to continue telling the right story to the right person at the right time, of course, but they also need to do it in a way that delights, or entertains, or informs the viewer.

For agencies and advertisers, Adobe offers Creative Cloud, a complete suite of tools for effective storytelling, and Adobe Marketing cloud, a solution that delivers the message. And for broadcasters, cable networks and distributors who sell advertising, we offer Adobe Primetime, a multiscreen TV solution for creating and monetizing live, linear and VOD programming in both over-the-top (OTT) and TV Everywhere services. Our goal is to help customers leverage these solutions to deliver better consumer experiences and obviate the consumer desire to install adblockers in the first place.

This post was originally published on CMO.com, August 10, 2015.