Archive for September, 2015

Parks Associates Report Download: What Matters When it Comes to Ad Insertion for Premium Programming

Parks Associates just released a new report about ad insertion, sponsored by Adobe Primetime. It’s for media executives looking to streamline ad insertion in over-the-top (OTT) video and TV Everywhere delivery. The report highlights the need to take a holistic approach to ad insertion and to properly evaluate the tradeoffs of server- and client-side approaches.

The report takes readers through four key areas of ad insertion. First, it covers the business and technical considerations such as scale, ad blocking, ad waste, ad decisioning, and analytics. Second, it explores the pros and cons of client-side and server-side approaches to ad insertion. Third, it discusses the companies that offer ad insertion capabilities, including Internet companies, content delivery networks (CDNs), encoding companies, online video platforms (OVPs), and cable technology vendors. Finally, it outlines the five things that matter the most about ad insertion: reach, efficiency, intelligence, engagement, and quality at scale.

To read the full report, sign up to get a free copy here.

Improving Startup Performance by Pre-Fetching Videos Faster with TVSDK 2.0

Adobe Primetime customers get a major improvement in startup performance from the Instant On feature in our new TVSDK 2.0.

What is Instant On?

Instant On is a feature in TVSDK 2.0 that allows app developers to pre-fetch video segments and queue them up for playback even before a viewer has selected them.

The Instant On difference

Without Instant On, when a viewer starts a video, the video player needs to wait until it has received enough data to start playing. Depending on factors like the video bitrate and network conditions, startup can take up to 10 seconds or even longer. With Instant On, the data needed to start playback is pre-fetched in the background so that startup only takes half a second or less. The chart below shows that in our tests, startup time can be over 3000% faster with Instant On.

The Instant On feature of TVSDK 2.0 improved startup time for premium programming playback by over 3000% in tests

Slide1

Four use cases for Instant On

There are four key ways that TV and video app developers can use Instant On.

  1. Keep two streams ready for instant playback
    Developers can make it painless for viewers to switch between two streams. For example, if a viewer is watching two sporting events at the same time, he or she would not want to experience buffering at each transition from one sporting event to the other. Instant On can be used to keep both streams ready for instant playback.
  2. Pre-fetch videos while viewers browse
    As viewers browse the options for what they could watch, developers can pre-fetch 3–6 of the most likely selections. Any viewer that picks one of the pre-fetched options will have a fast startup experience.
  3. Pre-fetch the next video coming up
    For viewers watching a programmed channel or playlist, Instant On can be used to pre-fetch the next video coming up. This provides a much more TV-like experience than one where every new show goes through a period of buffering.
  4. Pre-fetch paused videos
    Instant On also makes the viewing experience smoother for viewers that pause a stream. When they come back to the stream, Instant On can be used to start it right back up without any waiting.

Instant On powers a better viewer experience

Overall, Instant On makes the experience of watching premium programming over the internet more similar to watching TV. It does this by making startup times faster for instant playback including switching from one stream to another, making the first choice to play a video, transitioning from one show to the next episode, and returning to a show after pausing it. We’re excited to see developers take advantage of Adobe Primetime TVSDK 2.0’s new Instant On feature.

Adobe Primetime is at IBC 2015 — Now faster in playing back premium experiences across OTT and TV-E

We’re attending the IBC conference and exhibition this week in Amsterdam, and excited about being part of an event that is focused on the latest technologies and business models powering the creation, management, and delivery of digital content to consumers. Check out our press release on how Adobe continues to advance video from content creation through delivery, including highlights from Adobe’s Creative and Marketing Cloud.

At IBC, we are previewing the new and improved Adobe Primetime stack, which includes faster playback with the instant-on capability of our latest TVSDK, more mobile-friendly, frictionless authentication with OAUTH 2.0, and new support for OTT and TV Everywhere measurement in Adobe Analytics.  Stop by the Adobe booth in G27 in Hall 7 if you are attending the event to learn more!

TVSDK 2.0 Improves Engagement and Monetization Across Devices

Starting today, Adobe Primetime customers can deploy the latest TVSDK across devices with ease. Our goal with Adobe Primetime TVSDK has always been to help TV providers and media companies build and deliver premium video experiences across IP-connected screens. This upgrade continues to serve this goal by helping developers achieve greater performance for their TV experiences, deploy with greater consistency to all the different screens and reach more screens in total.

Key improvements include:

  • Faster startup time for live streams by up to 500%
  • A unified architecture that will enable faster deployments to new devices and more synchronized access to new features across devices
  • Extended delivery to new OTT devices including Xbox One.

TVSDK 2.0 improvements

As a result of these improvements, Adobe Primetime customers are more equipped than ever to engage and monetize audiences across devices.

Achieve greater performance

Video apps and experiences must quickly respond to increase viewer engagement. To meet this expectation, Adobe Primetime TVSDK 2.0 includes many new features that are designed to speed up response times. One exciting feature called Instant On allows app developers to pre-fetch video content in order to start its playback in under a second.

In tests, Adobe Primetime TVSDK 2.0 sped up a wide range of performance measures. In comparison to TVSDK 1.3, it had startup times for premium VOD content that were 3000% faster, startup times for premium live content that were 500% faster, a 300% improvement on the time it takes to insert ad breaks and a 250% improvement to the fast-forward and fast-rewind functionalities.

Deploy with greater consistency across more devices

Adobe Primetime TVSDK 2.0 has a new, unified architecture that makes it easier for TV and video app developers to deploy premium video experiences consistently across devices. The architecture includes a C++ core with a thin, platform-specific API surface that talks directly to the core. That API surface is consistent across devices. The architecture also includes a single JavaScript interface for talking to browsers.

This unified architecture offers two key benefits. First, it makes porting Adobe Primetime TVSDK 2.0 to new devices faster. Already, this ease of porting has extended the reach of Adobe Primetime TVSDK 2.0 to Xbox One devices. Second, it makes the release of new features more synchronized across devices. Together, these benefits provide faster access to new devices and new features for Adobe Primetime TVSDK 2.0 users.

Figure 2. Unified architecture of Adobe Primetime TVSDK 2.0

TVSDK 2.0 devices

Prepare to deploy to HTML5 environments

Adobe Primetime TVSDK 2.0 paves the way to deploying premium TV experiences across HTML5 environments because it will serve as the fallback solution to TVSDK for HTML5. For example, if a customer deploys to desktop browsers with Adobe Primetime TVSDK for HTML5 but a viewer accesses it from a browser that does not support HTML5, TVSDK 2.0 will come in and provide the premium experience that the viewer expects to see.

Getting started

We’re excited to see Adobe Primetime TVSDK 2.0 improve reach and monetization across devices. We’d like to help all our existing customers upgrade to Adobe Primetime TVSDK 2.0 as soon as possible. To get started, reach out to your Adobe Primetime account manager.