Author Archive: Campbell Foster

Campbell Foster

About Campbell Foster

Campbell Foster is Marketing Director for Adobe Primetime, leading global efforts to drive adoption of Adobe's video publishing, monetization and optimization technologies. Before Adobe, Campbell headed global Product Marketing for Google DoubleClick, managing ad serving, video, RTB, and rich media products. He served as a founding member of the DoubleClick Ad Exchange management team. Campbell earned an MBA, with Distinction, from NYU Stern School of Business and received a BA in English from Cornell University. Campbell is dedicated to exploring the intersection between technology and BBQ, and is actively developing the world's first automated barbecue smoking hygrometer.

Research: Adobe Primetime’s Video Platform Lifts ROI by 385%

Major media companies across the globe have chosen Adobe Primetime for their multiscreen TV and video platform. They made this decision because Adobe Primetime allows them to quickly deploy engaging video experiences that are easy for their developers to customize and easy for their IT teams to support.

To fully quantify this value, Adobe commissioned IDC, a global market intelligence firm that helps customers make fact-based decisions on their technology purchases, to independently interview Adobe Primetime customers about the value they are getting out of the platform.

The research findings about the value of Adobe Primetime include:

  • 385% five-year ROI

  • 24% increase in engagement rates

  • 59% less developer time required to deliver an OTT service
Adobe Primetime delivers these benefits by making it easy for media companies to deploy multi-screen TV and video experiences. For example, Adobe Primetime provides a TVSDK that achieves high-quality playback across devices at scale, dynamic ad insertion for the most targeted ad experiences with no buffering, multi-DRM for content protection across devices, and integration with Adobe’s Marketing Cloud to accelerate acquisition and foster engagement.

The infographic below provides a visual snapshot of IDC's research. To get the full white paper with these results, sponsored by Adobe, fill out the request form here.

IDC measures the business value of Adobe Primetime at $3.7M per customer organization.

Impact of Linear Streaming on OTT and TVE Monetization in 2017

Man watching linear streaming TV on his laptop

As consumers spend more time with new streaming TV services, we could see digital video begin to approach the time spent levels of linear TV. According to eMarketer, the average time spent with digital video will reach about 30% that of linear TV this year, with the average adult consuming 72 minutes of digital video versus 241 minutes of linear TV per day. However, if one or two linear streaming services thrive, we think this could go closer to 50%.

The growing popularity of digital TV consumption will also heat up the digital video advertising market in 2017. Expect to see increasing innovation and scale in the market. And, expect things to get easier for media companies that want to measure and sell digital video advertising the same way they measure and sell linear TV advertising — the long-awaited convergence may finally arrive.

Continued expansion of digital video

In 2017, expanded offerings from key industry players like YouTube could significantly boost the popularity of streaming video services. This report from the Associated Press states that the dam appears to be finally cracking for even better content to come to YouTube. Combine this insight with the fact that YouTube has an audience it can upsell to of over 187 million US viewers.

These form the building blocks that will provide advertisers with access to an explosion of premium video inventory. Other industry players like DirecTV Now, Sling TV, Hulu, and PlayStation Vue have their own building blocks in place as well. Consumers will begin to associate connected devices with tune-in digital linear viewing — traditional, scheduled episodic or live programming delivered over IP — and not just on-demand viewing.

Forrester analyst Brandon Verblow provides a good summary of the ad-supported linear streaming video trend and encourages the industry not to just reproduce the exact traditional linear TV viewing experience on digital devices. Instead, he recommends, “Going forward, it will be important to track innovations such as audience-based buying, whether ads are targeted to specific users, or whether ads are interactive. These are the factors that have the potential to generate incremental value and the ones that should really matter to advertisers and content providers.”

A new king of ad formats?

Major advertisers have found that TV ads deliver better ROI compared with digital. For instance, Coca-Cola’s global chief marketing officer, Marcos de Quinto, told attendees of a recent beverage industry conference that, in 2014, his company returned $2.13 for every dollar spent on TV versus $1.26 for every dollar spent in digital.

Could 2017 be the year that media companies and advertisers figure out how to improve upon the linear TV ad in digital environments? There’s a real opportunity here to provide the same brand recall that advertisers get from traditional linear TV while enhancing advertising performance with the type of audience-based targeting that advertisers use within digital. If the advertising industry fuses the best qualities of the TV ad with the addressability of the digital at scale, it could be looking at a new king of ad formats — targeted, dynamic video ads in TV-quality streaming video environments.

Greater confidence in cross-channel measurement

Things are looking up for publishers and advertisers that want to transact using metrics that account for digital and traditional viewing behaviors. Some are going their own route to create their own metric, while others are leveraging established players.

NBC Universal is already transacting on a cross-platform metric they call the cumulative P-2 plus rating. An AdAge article about the rating quotes Dan Lovinger, exec VP of advertising sales, “Given the dynamic shifts in viewing from one platform to another, we wanted to create a system that allows us to pivot from one platform to the other in real time. P2+ allows us to pivot an advertiser to where that consumption is taking place.”

Also, Nielsen has received accreditation from the Media Rating Council for its Digital in TV Ratings solution, according to Adweek. This gives media companies and advertisers more confidence to transact with C3 and C7 ratings that now incorporate digital consumption of linear streams in addition to traditional consumption of linear TV.

Questions for media companies

These trends in OTT and TVE monetization spark a couple questions for media companies to consider in 2017. First, how are you thinking of monetizing streaming TV? Second, what are you doing to make your video advertising better than traditional TV advertising? Third, will you include digital views in linear ratings or pursue a different measurement and monetization strategy? Tune in to learn more from subsequent blogs on how Adobe Primetime and the rest of the Marketing Cloud could help address your challenges.

Tis the Season: Marketers, Multiscreen & Monetization

This holiday season, as smart TVs, smartphones and streaming media devices fly off the shelves, it’s clear that consumers are watching their favorite TV shows where, when, and how they want. That’s a pretty nice development for TV fans. But this shift in viewing patterns offers advertisers the biggest gift of all.

As viewers transition from set top boxes to screens of all shapes and sizes, the ability to transact and measure multiscreen TV ad inventory is rapidly improving. For marketers, that means cross-platform TV campaigns are more likely to reach their intended audiences. In fact, Turner made a bold claim recently when it promised that, “by 2020 more than 50% of its inventory would be transacted against audience guarantees.”

“By leveraging data and analytics, we can make advertising more relevant for a consumer and ultimately more effective and efficient for our agency and advertising partners,” said Dan Aversano, SVP of ad innovation and programmatic solutions for Turner.

The technology that enables this new frontier of addressable TV is evolving quickly. For example, Adobe Primetime provides a TV ad planning and yield optimization platform that monetizes multiscreen TV, which is described in the video below.

With this technology, when it comes to transacting, direct sales teams still hold the key to premium ad placements. This was true for traditional linear TV and will remain true in digital.

Underscoring this point, publishers of premium video content are working to enable private, direct, audience-based media sales that are enriched by data and viewer-level measurement. Stephano Kim, EVP Digital Strategy and Operations at Turner Broadcasting told AdExchanger, "It used to be that back in the day, your content used to be a proxy for your audience. If someone viewed your content, the content was deemed relevant to those people. But now that you have so many different modalities of how your content is consumed, it’s changed everything."

As broadcasters begin to realize their vision for addressable media sales, advertisers will have unprecedented control over how they reach TV viewers across a vast array of devices and platforms. Let’s consider a few examples:

Improving multiscreen addressability

Advertisers are always looking to reach more consumers with targeted, personalized offers. Instead of using TV content as a proxy for viewers, audience-based buying provides an effective mechanism for marketers to reach their desired segments, via multiscreen campaigns. With the advent of new sell-side technologies, publishers can now leverage data to match individual viewers with specific ad slots across every screen. In turn, advertisers can match specific campaigns to these audiences and see their ad effectiveness double and even triple.

Buying audiences + content across multiple screens

Executing campaigns for specific audiences, during specific TV shows, may be the most effective way for advertisers to ensure their message resonates while viewers are immersed in their favorite shows. Historically, publishers have faced a unique set of challenges in making this hybrid inventory available. Today, however, media sellers have access to cross-platform tools to forecast ad inventory at the impression level for both audience and content criteria. This means that marketers looking to advertise to a particular audience segment, such as recent iPhone purchasers, who are watching a particular show, such as Empire, can do so without the risk of over- or under-selling.


In the past, inventory forecasting for such a scenario would yield an average accuracy of less than 50%. As a result, advertisers would achieve less reach than desired, and rely on negotiating “make goods” to recoup their investments. Now, publishers have access to features that help them recognize and forecast overlapping inventory, and marketers can expect a nearly 2X increase in on-target delivery.

Measuring with your preferred currency

Transacting with audience guarantees, as measured by Nielsen or Comscore, has surfaced a number of challenges with the growth of streaming. These challenges include:

  • Broad audience definitions. A 25-49 year old male represents a very broad set of behaviors and buying patterns.
  • Panel-based measurement. These small, representative samples are often at odds with buyers’ and sellers’ ability to measure at the impression level.
  • Data lag. Nielsen data is only available after a 48 hour delay, meaning campaigns delivered to the wrong audiences may not be remedied as quickly as desired.
Marketers are now able to buy and measure multiscreen TV inventory through an addressable, data-enriched approach. While the challenges outlined have historically limited the effectiveness of multiscreen measurement, advertisers are now able to measure campaigns like a digital video ad, applying Nielsen or comScore methodologies to their campaigns alongside a host of complementary, audience-based data sets.


Measurement flexibility is key. Turner SVP of Ad Innovation and Programmatic Solutions Dan Aversano said, “We all have to abandon this idea of a single currency. At Turner, we’ve put a stake in the ground that we are data-agnostic, meaning when we’re cutting specific audience deals, we use many different data sets: viewership, behavioral, attitudinal, psychographic and emotional data sets, and those get linked together.”

Of course, major media sellers remain focused on the user experience above all else. Joe Marchese, President, Advanced Advertising, Fox Networks Group says, "If we can move to a world where we can do guaranteed attention, fewer ads, interactive ads, immersive ads, we could raise the rate and we could move the conversation from a battle between content creators and marketers about lower, lower, lower rates and saying no it's about guaranteeing proper human attention, the right audience, someone who's actually in market for goods and services, and a great experience overall."

CTAM Recognizes Horia Galatanu for Driving a Seamless and Simple TVE Experience

On November 3rd in NYC, CTAM honored 10 industry trailblazers with a CTAM TAMI Award. The award recognizes exceptional leadership in CTAM business projects that benefit both the membership and the industry.

Among the recipients was Horia Galatanu, Senior Product Manager for Adobe Primetime entitlement. Horia was recognized with an award for his expertise in driving a seamless and simple user experience for TV Everywhere.

Horia "The Authenticator" Galatanu

Angie Britt, SVP, Advanced Video Products for CTAM says, "Horia Galatanu should be nicknamed 'The Authenticator.' A key influencer in the recent CTAM/OATC announcement about Home Based Authentication and Single Sign On alignment, Horia’s contributions and commitment to CTAM and to the industry are unmatched. Please join me in congratulating Horia for his exceptional contributions."

As a regular contributor to the Adobe Primetime blog, you can follow his expertise here. Some relevant contributions include his four-part series of growing TVE adoption and his research into the pain points users have in iOS apps with respect to ads, performance, usability, and login.

If you haven't read these articles yet, put them on your reading list:

The Adobe Primetime team thanks CTAM for this recognition and also congratulates the other CTAM TAMI award recipients. We look forward to continuing the trailblazing!

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.

Comcast’s Commitment to TV Everywhere on the Comcast Voices Blog

You’ve already heard from us that “serious attention is required to grow TV Everywhere adoption from 17% to 70%.”

A headline on the Comcast Voices blog about instant, seamless TV EverywhereOne company that’s giving it serious attention is Comcast.

The Comcast Voices blog recently published an insightful update about Comcast’s commitment to TV Everywhere by Matt Strauss. Strauss is the Executive Vice President and General Manager of Video Services for Comcast Cable and serves as a co-chair on CTAM’s TV Everywhere steering committee.

Here are a few highlights from the update:

  • More than 40% of Comcast’s double-play customers are using TV Everywhere every month.
  • Comcast is working with industry partners, including Adobe, to support “a new, universal, scalable solution” for TV Everywhere that’s facilitated by home based authentication and single sign on.
  • This enhancement will “bring TV Everywhere to the next level.”

Be sure to read the whole article on the Comcast Voices blog.

Why VR Was a Hot Topic at the SEAT 2016 Conference

When a friend of mine watched basketball in virtual reality (VR) for the first time, it made him cry. It immersed him into the sport he’s loved since boyhood.

A screenshot of an article in Adweek about Adobe Primetime's virtual cinema capabilities

So, it’s not surprising that VR would be a hot topic at SEAT 2016, a conference that’s attended by leaders in professional and collegiate sports who are in the position to distribute VR content and make more guys like my friend shed tears of joy.

If you’re exploring how to distribute your premium sports content to VR users, get in touch with Adobe Primetime for a demo of our virtual cinema capabilities.

As reported in Adweek, we are “extending features for digital rights management playback and ad-insertion capabilities into virtual reality environments while also introducing virtual reality analytics to help media companies better understand what people are looking at and engaging with in VR.”

Feeling new to VR video?

Get a detailed overview of video viewing on VR and AR headsets in our white paper titled “Capitalizing on Viewer’s Hunger for Virtual and Augmented Reality.” And, read about the 5 hurdles to creating and distributing content in VR.

New TVE Video Viewing Patterns Emerge in Q1 2016 Digital Video Benchmark Report

Adobe Digital Index’s latest Digital Video Benchmark Report shows new TV Everywhere (TVE) consumption trends, including a remarkable similarity between video viewing patterns from Q1 2016 and previous quarters.

For instance, in past quarters we’ve seen that:

  • TVE video viewing continues to rise

In Q1 2016, TVE video viewing grew 58% QoQ and 107% YoY. In the prior quarter, video viewing grew 29% QoQ and 102% YoY.

ADI_Video_1_TvEverywhereAuthenticatedVideoViewingGrowth

 

  • Authentications on TV connected devices continues to rise

In Q1 2016, TV connected devices (i.e. Apple TV, Roku, gaming consoles) accounted for 23% of all TVE authentications, representing a 15% growth YoY. In the prior quarter, TV connected devices accounted for 21% of all TVE authentications, representing a 31% growth YoY.

ADI_Video_2_ProgrammerShareOfTvEverywhereAuthenticationsByAccessType

As of Q1 2016, we now see solid evidence that:

  • TVE viewers are not as “on-the-go” as originally thought

71% of all TVE viewers watched from one location in March 2016. And, this trend is nearly the same on mobile devices where 72% of mobile TVE viewers watched from one location.

ADI_Video_7_TvEverywhereUsersByLocation

ADI_Video_8_TvEverywhereiOSAndAndroidUsersByLocation

  • Multiple devices are used when content is watched from only one location

In aggregate, single-location viewers watched 43% of their content on smartphones, 38% from desktops, and 19% from TV connected devices or gaming consoles in March 2016.

ADI_Video_5_TvEverywhereSingleLocationDeviceShare

For more insights like these, access a full copy of the Q1 2016 Digital Video Benchmark Report.

Five Takeaways from TV of Tomorrow San Francisco

At TV of Tomorrow, a conference for the multiplatform TV community, panelists discussed and debated many of the trends impacting the TV industry. The open exchange among leaders in the community provided actionable ideas for addressing the cord-cutting market, increasing TVE penetration, tackling the November elections, and making more compelling content recommendations for viewers.

TOVT Discussion SF

Check out these five takeaways:

  1.     TV Everywhere will grow when MVPDs reduce the sign-in friction. Research shows that many pay-TV subscribers abandon TV Everywhere apps and sites when they hit a sign in wall. To prevent this drop-off, MVPDs can use Home Based Authentication to provide instant access to shows, movies, and sports, inside subscribers’ homes, without having to ask for a username and password. One MVPD has seen their TV Everywhere users double in the past six months with Home Based Authentication.
  2.     Virtual MVPDs have an opportunity to differentiate their services from subscription video on demand (SVOD) services like Netflix by distributing live TV over the Internet in a compelling way. The opportunity is particularly compelling in the news and sports categories, where viewers place a premium on live content. As a result, expect more strategic partnerships to form between virtual MVPDs and programmers of live news and sports.
  3.     Political advertisers in the upcoming elections will put a premium on data-driven media. For instance, these advertisers are looking for ways to identify and target “cross-over” audience segments, which could shift their support from one candidate to another, and “undecided” segments that have not yet chosen a candidate to support. TV sellers are now in direct competition with digital platforms like Facebook and Google for these political advertising dollars.
  4.     The multiplatform TV community agrees that personalized content recommendations are good for viewers and can increase their time spent with TV Everywhere. However, not all players in the community have a deep enough data set to make good recommendations. For example, TV networks often don’t have the depth of content they need to make recommendations within a genre. To solve this problem, companies within the multiplatform TV community can work together to share data so that all players have enough information upon which to make good recommendations. This data can then be used for both ads and content to drive ROI.
  5.     Within ten years, iOT sensors and services will be fully integrated within the household firewall, including those that can distinguish which family members are sitting in front of a screen, ready to begin a viewing session. We may be headed for a future where your TV turns on and recommends content to you at just the right moment in your day. Imagine sitting on the couch after dinner and having your TV turn on and say, “Would you like to watch the news again today?”

Adobe Primetime Receives “Most Significant Impact” Award at TVOT Show

TTVTThis week, we’re attending the TV of Tomorrow (TVOT) Show in San Francisco alongside many of our customers and partners to collaborate and learn about the current and future state of the TV industry. It’s been great connecting with so many different industry players around what’s needed to move the industry forward, technological advancements, and emerging business models that will take TV to the next level with a more personalized, engaging and relevant consumer viewing experience across screens.

Last night, [itvt]‘s 13th Annual Awards for Leadership in Interactive and Multiplatform Television were presented and Adobe Primetime was honored with the “Most Significant Impact Award.” Thank you to the TVOT Show committee and judges for presenting us with this award. It truly reinforces the impact Adobe Primetime has had on the industry over the past year…and we’re not slowing down.

TTVT2
Adobe’s Art Mimnaugh (left) accepts the award on the Primetime team’s behalf

With the help of Adobe Primetime’s partner ecosystem, we’re committed to delivering the best TV delivery and monetization solutions to our customers that will ultimately benefit consumers when and where they want to watch their favorite content.

If you’re attending the TVOT Show, check out my panel today at 9:10 a.m. on “Discovery, Personalization and the TV User Experience,” where I’ll be discussing the latest developments shaping tomorrow’s TV user experience alongside Alticast, Digitalsmiths, Next Media Partners, Tru Optik, and Viacom. We also have our resident TV Everywhere expert, Horia Galatanu, speaking on a panel at 2:45 p.m. today on “Strengthening the TV Everywhere Proposition,” which will dive into how TVE can protect pay-TV from cord-cutters and cord-shavers (as well as increase its appeal to cord-nevers).