Author Archive: Blake Elmquist

Blake Elmquist

About Blake Elmquist

Blake Elmquist is a Senior Product Marketing Manager for Adobe Primetime, leading go-to-market strategy for Adobe’s multiscreen video and advertising solutions. Before Adobe, Blake held roles in corporate strategy and brand marketing in the CPG, airline and hospitality industries. Blake earned his MBA from the University of Texas, McCombs School of Business and received a BBA, with Honors, from SMU. Blake spends his free time balancing an insatiable appetite for Tex-Mex cuisine and the Dallas Cowboys.

Must-See Media & Entertainment Sessions at Adobe Summit

Media & Entertainment Sessions at Adobe Summit

Adobe Summit is just around the corner. This year’s digital marketing conference will host over 12 thousand marketing and analytics professionals who will learn how to better understand their customers and create digital experiences that matter. Here are the event details:

What: Adobe Summit
Where: The Venetian, Las Vegas
When: March 19 - 23

For attendees in the Media & Entertainment industry, Adobe Primetime will be hosting three sessions featuring thought leaders and best practices for engaging and monetizing digital TV audiences. Please join us for these sessions:

  1. Multiscreen TV advertising: Rethinking the way we transact and measure
    Wednesday, March 22nd 2:30 pm - 3:30 pm

    The convergence of audience-based advertising across linear and digital TV represents a $94B market opportunity. In order to maximize ad value & efficacy across screens, we'll need a common approach to audience-based transactions that is enriched by data and viewer-level measurement. In this discussion, we address three core tenets that media buyers and media sellers must understand to achieve maximum ROI: Measurement, Identity and Reach.

    This will be a panel discussion featuring:

    Josh Newman, Senior Vice President of Advanced Ad Systems at Fox Networks Group
    Jonathan Bokor, Senior Vice President, Director of Precision Video at Publicis Media
    Moderator: Art Mimnaugh, Head of Business Development – Advanced Advertising, Adobe Primetime

  2. The era of personalized TV is here
    Thursday, March 23rd 11:00 am - 12:00 pm

    Viewers have come to expect a personalized and holistic TV experience, whether they're watching in the living room or on their mobile phone. To meet this new standard, media companies must use data to deliver the right content at the right time. Hear how to increase viewer engagement and better monetize audiences with video recommendations, automated personalization, and A/B testing.

  3. Media & Entertainment Super Session: Transforming digital content and advertising experiences across all channels
    Thursday, March 23rd 9:00 am - 10:30 am

    As part of a super session about the Media and Entertainment industry's digital transformation, Adobe's Jeremy Helfand, Vice President, Media & Entertainment Industry Solutions, will be hosting a keynote chat with Eric Black, CTO, NBC Sports Digital & Playmaker Media. The discussion will focus on the evolution of digital TV and how NBC Sports and Playmaker Media are redefining live digital coverage of global sporting events.

    Eric will be sharing his experiences and predictions with the audience including when he first realized how significant live streaming was going to be for NBC Sports and how he would describe the evolution we are in now.

If you're going to Adobe Summit, we hope you catch these sessions, explore the latest tools and trends, hear from marketing innovators, and see how other companies like yours are using Adobe Marketing Cloud. To learn more about the full agenda for Media & Entertainment professionals, visit summit.adobe.com/na/sessions/industry-sessions/.

Adobe Predicts Accelerated TVE Growth on 5th Anniversary of Primetime Authentication

This year, Adobe’s TV Everywhere solution celebrates its 5th anniversary, and we’re proud of everything we’ve worked with customers and partners to accomplish. Over the last five years, Adobe Primetime authentication has enabled 580 MVPDs to grant pay-TV customers online access to television and film content for 138 TV channels, across all the most popular connected devices. During that time, active TVE users have grown to represent over 20 percent of all pay-TV households. And, with plans underway to drive continued growth, TVE is poised to reach 70 percent of all pay-TV households by 2018.

Netflix serves as a valuable barometer for the success of TVE. The industry leader has proven that 47 million U.S. households will not only watch TV over the internet on a regular basis, but they will pay to do so. Because TV Everywhere comes included in pay-TV subscriptions, it’s realistic to believe that adoption will reach 70+ million pay-TV households through increased awareness and continued improvements to the user experience.

The Future of TV Everywhere
View the full infographic: Past, Present and Future of TVE

Over the next 2 years, the Adobe Primetime team will be working closely with customers and partners to help realize the enormous growth potential of TV Everywhere. Our initiative to reduce sign-in friction will be a critical component to this growth. Cumbersome sign-in requirements have been an impediment to consumer adoption of TV Everywhere since its inception. When consumers are frequently asked for a username and password, they often give up and go elsewhere. The following developments will help minimize this friction:

  1. Single sign-on from Apple devices
    Consumers need a way to navigate between hundreds of TV Everywhere properties without hitting a sign-in wall on each app and site. The authentication technology that allows for this is called single sign-on. Adobe Primetime has been working with Apple since June to bring single sign-on to Apple devices, available now to consumers. TV distributors including DirecTV and Dish have already enabled single sign-on for Apple TV, and viewers can access apps from Disney and FOX to NBC and Food Network.
  2. Universal single sign-on and home-based authentication
    CTAM, the Cable & Telecommunications Association for Marketing, is working with the TV industry, including Comcast and Adobe, to support “a new, universal, scalable solution” for TV Everywhere that’s facilitated by home based authentication and single sign-on. These two authentication technologies work perfectly together because home based authentication allows consumers to bypass the sign-in wall entirely if they are viewing TV Everywhere content from home and then single sign-on ensures that the authenticated access applies across all TV Everywhere sites and apps.
  3. Relaxed authentication requirements through concurrency monitoring
    By 2018, we believe that 100% of TV Everywhere sites and apps will use concurrency monitoring to limit fraudulent viewing behavior. This technology gives pay-TV operators the confidence to relax sign in requirements by ensuring the enforcement of concurrency rules, across both owned properties and federated sites and apps. By extending this level of control to operators, programmers will benefit from the ability to offer a superior user experience, with less frequent log-ins required.

These advancements in authentication technology will make tuning into TV Everywhere as easy as tuning into TV.

View the full infographic: Past, Present and Future of TVE