Author Archive: Adobe Primetime Team

Adobe Primetime Team

About Adobe Primetime Team

Adobe Primetime enables TV programmers and distributors to profit from video on every connected screen. By providing a unified platform for video publishing, advertising, and analytics, Adobe Primetime helps eliminate the complexity of reaching, monetizing and activating global audiences across devices. The results are greater revenue from ad sales and subscriptions, lower operating costs, and audiences that are more engaged. Adobe Primetime’s modular components can be deployed individually to fit specific infrastructure needs, or as a full solution to handle the entire workflow. For more information, visit www.adobe.com/primetime.

Sharing OTT Terms and Trends on the Marketing Land Live Podcast

What is OTT, MVPD, TVE, DMP, and DAI? And what are the related trends?

On episode 35 of the Marketing Land Live podcast, Adobe’s Campbell Foster and Tru Optik’s Andre Swanston share their OTT expertise with host Barry Levine.

Here are a few select excerpts from the conversation:

  • On dynamic ad insertion (DAI), Foster says, “MVPDs can use our dynamic ad insertion capabilities to replace or supplement broadcast ads. For example, during a hockey game... the viewer at home watching it on TV would see an ad for Coca Cola, but, let’s say, Budweiser is also advertising and they want to target males between the ages of 21 and 25 who live in California and make over $50,000 a year, [the broadcaster] could replace the Coca-Cola ad with the Budweiser ad, if they want to, if that’s how they sold it, if that’s what was agreed with the advertiser. That’s an example of dynamic ad insertion capabilities.”
  • On data management, Swanston says, “A lot of the media companies are becoming very sophisticated. We’re seeing that where there’s more of a struggle is with traditional publishers that don’t have registered users or straight to OTT platforms that don’t have that historical data.”
  • On OTT advertising, Foster says what’s needed is “a common currency, a common system of measurement across different publishers or across different broadcasters so that buyers understand and know what they’re getting with their media buys upfront.”
  • On analytics, Swanston says the knowledge that content providers have about their audience is getting a lot better. “For example, we know a lot of the clients that we work with also use Adobe Analytics. So now they have a better idea of how popular their content is, or what time it’s most consumed, or across what devices it seems to resonate the most with. And we’re able to do things to create look-alikes with those audiences to drive tune in and new subscriber acquisition campaigns. So, I think it’s definitely getting better. Quarter by quarter you can see the difference in capabilities.”
  • On media buying, Foster says, “I think that we’re moving toward a world where it’s just a lot easier to buy video advertising across devices. At the end of the day, the advertiser doesn’t care whether it’s a Roku or an Apple TV or an Android device. They just want to get the message to the right person at the right time. So having to worry about which device the ad is going to deliver on is just a headache for everybody. So I do think we’re moving to a world where there’s a lot less friction in the process for buying and distributing advertising.”
  • On OTT, Swanston says, “We truly believe by Q1 2019 people aren’t even going to call it OTT or streaming television. It’s just going to be TV.”

Listen to the conversation in full here:

Read more about the topics discussed at Marketing Land.

Adobe Primetime Wins in Advertising, OTT, and DRM

Adobe Primetime was recognized for its market leadership in advertising, OTT, and DRM with three awards last week.

At the fourth annual Cynopsis Digital Model D Awards, Adobe Primetime earned the award for Best Digital Video Ad Platform. This year’s program was very competitive and so to win is a major accomplishment. Brandon Lane, Sr. Account Executive, Primetime accepted the award at the lunch gala. 

Best Digital Video Ad Platform

In the 2016 Streaming Media Readers’ Choice Awards, Adobe Primetime won in two categories. It won in the OTT Platform for MSO and MVPD category and in the DRM/Access Control Service Provider category. These awards were based on the opinions of over 3,000 StreamingMedia.com readers. We’re honored to have earned these top spots.

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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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.

Granting Pay TV Subscribers Broader Access to Content

One key idea behind TV Everywhere is that if a customer has a paying relationship with a brand for one type of premium service, then that brand can reward the customer with free access to related services. Typically, this idea is used to allow pay TV subscribers to use their pay TV credentials to watch TV for free on connected devices.

Yet, the use of pay TV credentials to extend access to services can be applied much more broadly to validate access to any internet-delivered content. For example, Rogers Media recently granted free access to the digital editions of its Sportsnet Magazine on Android, iOS and Windows 8 devices to all of its Sportsnet ONE, TV Everywhere subscribers coming through either Rogers or Shaw Go. Now, millions of Sportsnet ONE subscribers get free Sportsnet Magazine content on their mobile devices.

Using pay TV credentials to access Sportsnet Magazine on an Android device

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Granting pay TV subscribers access to magazine content was easy for Rogers Media. It was already using Adobe Digital Publishing Suite to produce the Sportsnet Magazine digital editions and Adobe Primetime to power Sportsnet ONE’s TV Everywhere authentication. So, getting one login to provide access to its TV and digital editions on connected devices was a simple integration between the two Adobe solutions. Now, when Sportsnet ONE customers verify themselves in the Sportsnet Magazine iOS, Android or Windows 8 apps, they’re using Adobe Primetime’s authentication capabilities.

Integrations like what Rogers Media has done for Sportsnet demonstrate just how flexible the TV Everywhere model can be. Customers can pay once for access to content across media types and channels. This allows media companies to provide a great deal of value to loyal customers while enabling the flexibility to use alternate revenue models. For example, the Sportsnet app earns additional revenue by selling individual magazine issues to non-subscribers through an in-app purchase.

NBC Universal Wins Emmy Award for TV Everywhere Live Streaming

Adobe Primetime is thrilled to see NBCUniversal and NBC Sports Group, along with Time Warner Cable and MLB Advanced Media (MLBAM), win a Technical & Engineering Emmy Award for Pioneering Multiplatform Video Delivery. As viewers continue to watch live streaming sports content through the latest game consoles, OTT, and mobile devices, the ability to quickly deliver and monetize content on these platforms is increasingly more important.

Adobe’s Q3 2014 U.S. Digital Video Benchmark Report found that total online video starts grew 22% YoY and TV Everywhere video starts increased 108% YoY and 38% quarter over quarter (QOQ). That is why these programmers and MVPDs deserve this award for their scalable, reliable deployments across multiple platforms. They continue to ensure that their viewers and subscribers get amazing viewing experiences when and where they want. Adobe Primetime looks forward to supporting more implementations like these with the most reliable and flexible multiscreen delivery and monetization TV platform available.

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Adobe Primetime 1.4 TVSDK Ready for iOS 8 and Android L

Adobe Primetime always ensures the greatest reach and coverage across all devices so that operators and programmers can reach the largest audiences with television and premium movie content. The latest Adobe Primetime 1.4 TVSDK supports superior playback quality and performance on devices running on the latest Android and iOS operating systems, Android L and iOS 8.

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Integrate Nielsen data to measure audiences on iOS and Android:

As you may have heard, Adobe has struck a strategic alliance with Nielsen that will provide broadcasters, cable networks and MVPDs with comparable metrics in Adobe Analytics to measure audiences accurately across IP-connected screens, including desktops, smartphones, tablets, game consoles, and over-the-top (OTT) devices. As part of the initial phases of this effort, the Nielsen SDK is now available within Adobe Primetime TVSDK for iOS and Android.

Dynamically insert ads for a targeted ad experience once the C3 window has expired:

With Adobe Primetime’s latest TVSDK, new ads can be dynamically inserted to replace linear ads already baked into a C3/C7 VOD asset.  This reduces the time to deliver engaging and relevant ads online that can be effectively monetized.

Air alternative content during blackouts for seamless viewing experience:

Adobe Primetime continues to build a robust offering to support regional blackouts. Adobe Primetime’s TVSDK now allows viewers to watch alternative programming if there is content that is blacked out in that region for that particular time frame. Once the blackout has ended, the viewer will return to original scheduled programming to ensure no disruption to their viewing experience.

 Optimized ABR for reduced buffering on Desktop and Android:

Adobe Primetime has optimized ABR logic within the latest TVSDK to reduce buffering and disruption while viewing content. If a viewer is experiencing buffering during a particular variant of ABR, Adobe Primetime’s TVSDK will no longer ramp back up to that variant during that playback session in order to sustain viewer engagement.

Stay tuned for Adobe Primetime’s deployment across even more devices in the New Year to ensure that we reach the broadest audience, whenever and wherever they want to consume content.

 

Rick Wisher is a senior product manager for Adobe Primetime

Adobe Primetime Nominated for Five Streaming Media Readers’ Choice Awards

We’re always honored when Adobe Primetime is recognized by the industry for the innovative work we’re doing in delivering TV and video across screens, but it means even more when you – our end-users, customers and partners – validate our industry leadership. The 8th Annual Streaming Media Readers’ Choice Awards honor the best online video technologies based on votes from those who matter most – you!

Public voting is now open for the Streaming Media Readers’ Choice Awards and Adobe Primetime has been nominated in five categories – Closed Captioning Solution, DRM/Access Control Solution, Media & Entertainment Video Platform, Reporting & Analytics Platform (with Adobe Analytics), and Video Advertising Solution. Additionally, Adobe Media Server is a nominee in the “Media Server” category and Adobe Premiere CC is a nominee in the “Desktop Video Editing Software” category.

Please visit http://www.streamingmedia.com/ReadersChoice/2014/Vote.aspx by Oct. 24 to see all nominees and cast your votes across 31 categories. All voters will receive a confirmation e-mail after voting closes. The top three finalists in each category will be announced on Oct. 31 and winners will be named on Nov. 19 at Streaming Media West, where our own Ashley Still is speaking on a panel (“The Business of Delivering Multi-Platform Content” on Nov. 19 at 11:30 a.m.)

We hope to see you at Streaming Media West and thanks for helping get out the vote.

SM RC Awards

Upcoming Intelligent Video Monetization Webinar & IBC

It’s been an exciting year for the Adobe Primetime team and we’re going to finish out 2014 strong. Given our work with customers and partners, along with the release of Primetime 2.0 in April, we’ve strengthened our industry leadership to spur greater viewer engagement and provide more flexibility for content monetization. Along the way, we have come to better understand how audiences behave across devices and how advertising strategies should adapt to fit these behaviors. Join our upcoming webinar as we pass along some key business insights.

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Our own Steve Allison, senior manager of evangelism for Video Solutions in EMEA, is partnering with Digital TV Europe to deliver a webinar focused on how to best combine analytics, monetization and video delivery to optimally keep up with audiences and their viewing habits. Steve will leverage his years of video solution experience and expertise to discuss industry trends, case studies, and best practices.  The webinar will take place on Thursday, Sept. 4 at 3:00 p.m. UK time (10:00 a.m. New York/U.S. Eastern time and 4:00 p.m. Paris time). Sign up for the webinar and get more information here.

Also, if you’re planning to attend IBC in Amsterdam next month (Sept. 11–15), sign up here to schedule a meeting with the Adobe Primetime team for the chance to hear more about topics such as ad insertion, analytics, Digital Rights Management (DRM), and more. Stay tuned for some exciting news and updates during IBC. Subscribe to our blog updates, follow us on Twitter, and check out our website for the latest Primetime information.

 

 

 

Comcast Reaches Key Audiences with Adobe Primetime

A consistent infrastructure for delivering digital video content is critical for scaling to meet the needs of multiscreen viewers. That’s why Comcast uses Adobe Primetime to stream, protect, analyze, and monetize video delivered to any screen. Our video distribution and monetization platform improves content delivery and enables greater customer engagement across any connected screen.

“We see personalization as a key driver for future growth,” says Allen Broome, vice president of IP video engineering, Comcast. “Adobe Primetime opens doors to deliver personalized advertisements and content to audiences.”

With Adobe Primetime, Comcast supports online video playback, including interactive TV on its XFINITY X1 Platform. Regardless of how they access programming, viewers get the same great features, including secondary audio options, closed captioning, and alternate camera angles.

Adobe Primetime also helps improve the performance of XFINITY’s TV Go app. It supports more devices with fewer errors, faster startup times, quicker downloads, and more consistent streaming experiences.

“After implementing Adobe Primetime, the iTunes app rating jumped from 2.5 to 4 stars,” says Sree Kotay, chief software architect at Comcast. “We’re also seeing increased app and video engagement, indicating that we’re providing a stronger customer experience.”

To learn more about how Comcast is leveraging Adobe Primetime to deliver video content across devices, check out our customer success story and watch the video below.