Archive for September, 2016

Hurdles to a 5-Star TV Everywhere App Review

Millions of people use TV Everywhere apps on iOS devices every day. Yet no TV Everywhere app has cracked the code to a 5-star rating in Apple’s App Store. For instance, the top 10 TV Everywhere iOS apps have ratings that range between 2 and 4.5 on a 5-point scale.

To identify how to get these ratings up, Adobe conducted an informal qualitative review of iOS TV Everywhere apps powered by Adobe authentication. The review was based on over 4,000 user reviews posted to Apple’s App Store between January 2015 and August 2016. It identified common pain points that users have with respect to ads, performance, usability, and login.

The infographic below shows how 80% of reviews mentioned a problem with ads. This research aligns with new survey data from Adobe, which reveals the most disliked attributes of online video ads and how to improve the video ad experience.

% of App Store Reviews Referencing Each Type of Pain Point
User reviews express dissatisfaction with ads, performance, usability, and login

The infographic also shows that 70% mentioned a problem with performance, 40% mentioned a problem with usability, and 25% mentioned a problem with login. If a TV Everywhere app provider can optimize the ad experience while minimizing these other pain points, it can significantly increase the likelihood that new reviews will be 5-star reviews.

Ads, performance, usability, and login are just the broad categories of pain points. You can get detailed insights into the specific complaints that users have within these categories in Adobe Primetime’s online report, “Insights into TVE Apps.”

Here’s a short sampling of the user reviews included in the report:

“One episode, which I watched in four slices, required me to go through roughly 22 ads.”

“Every time a commercial comes on it plays perfectly. When the show comes back on it skips, lags, fast forwards, reverses, buffers just in time for the next commercial.”

“No way to resume if you have to stop?!?!?!”

“I have to login after every time I open the app and after every crash. I’ve logged in more than I’ve been able to watch.”

Overall, the “Insights into TVE Apps” report highlights the need for further research into the user experience across all TVE apps as well as within each app individually. It also empowers TVE app providers with the knowledge they need to begin to address these pain points and receive better reviews from users.

To learn more about how to provide a seamless login experience, visit the product page for Adobe Primetime authentication.

Survey Reveals How to Optimize the Video Ad Experience

Adobe has released a new report about consumer perceptions of advertising based on survey responses from over 1,000 US consumers titled “Advertising Demand Report 2016 – North America.” It reports a wealth of insights into video advertising and how publishers can optimize the video ad experience. Among the findings:

  • 34% of US consumers prefer seeing ads over paying for content
  • 25% of US consumers don’t worry about video ads because their adblocker removes them
  • Consumers are annoyed by video ads that they can’t control and that play for too long
  • The amount of online video advertising that consumers are willing to accept is lower than traditional TV standards at 3.5 minutes of ads per 30 minutes of content in the US
  • Publishers can make the ad experience better in a number of ways

There is bad news and good news in this data for publishers.

The bad news is that there are attributes of online video ads that upset users to the point of blocking video ads completely. Consumers don’t like the inability to skip video ads, or video ads on webpages that start automatically, or video ads that run too long. Long ad breaks especially annoy younger Millennials in the US, ages 18-24, among whom 58% say that ad length is a problem.

Survey data shows the most annoying attributes of online video adsThe good news is that publishers have a great amount of control over the ad experience including the control to improve it. In particular, consumers want shorter and more relevant ads that are delivered less frequently.

Survey data shows 5 ways to make video ads better

Ad technology absolutely can enable the ad experience that consumers want. To make ad breaks shorter, publishers can adjust the length of ad breaks and the number of ads within each break for different audience segments. For instance, publishers can deliver shorter ad breaks to younger users and longer ad breaks for everyone else. Publishers can use frequency capping to ensure that viewers see each video ad just once or twice. Publishers can also empower relevant advertising with precise targeting technology and dynamic ad insertion.

Technology empowers such great flexibility in the ad experience that it really pushes the question of what to do back to executive teams. There are revenue implications to delivering the optimal user experience. And, there are churn implications to achieving optimal revenue. This is one of those times where a metric like lifetime value of a subscriber could be very useful.

To learn more about how Adobe Primetime empowers an optimal ad experience, read our product page on dynamic ad insertion.

TV Everywhere is Coming Back to the Living Room

A couple watches TV Everywhere in their living room

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.

To read up on all the latest capabilities of Adobe Primetime, visit our website.