Hold the Presses: Adobe Enters the Media Business: Advertising Sales as Software Services

By on 04/09/2008 12:01 AM @beet_tv

As Adobe launches today its much-anticipated desktop application called the Adobe Media Player (AMP) with big content partners, the business model around the new technology is quite novel.

The software giant is providing its platform to producers and is splitting advertising revenue.  Adobe isn’t selling advertising.  The new business is a hybrid of sorts:  Software services with revenue based on advertising sold by its content partners. An Adobe spokesperson declined to elaborate on terms. 

I’m pleased that Beet.TV has launched an AMP channel as part of the services provided by Blip.tv. (See a screen shot below.)  Blip has also launched channels for these shows on its network Alive in Baghdad, Drawn by Pain and Galacticast.

Adobe selects the content partners. Blip.tv is the only video sharing services company  which is working with Adobe on this.

Unlike iTunes, which provides little opportunities for video producers to monetize through advertising,  the AMP platform is highly customizable.  AMP supports banner advertising and all sorts of in-stream media. (Implementation is not that simple and requires some coding skills.)

Ads downloaded into the files can be changed when the computer is online and even when its not connected as ads can stored in the computer and released at determined intervals.

There are some limitations: You can’t transfer files to a portable device or a second computer.  Also, the AMP files don’t travel with much metadata, basically just the video and headline.  These limitations will improve, I am told.

It’s hard to say how this will play out, but I believe that consumers will want to save media locally.  Surely iTunes has proven this.  Now, advertisers have a place to play on the desktop. 

Above is my interview with Adobe’s Laurel Reitman who explains how AMP will provide a rich interactive experience. She also speaks about file formats and the servers involved.

For an informative review of AMP, check out Cliff Edwards in Business Week.  Congrats to Steve Donohue at Contentinople who reported much of the news about AMP media partners first on Friday.

Ampbeet_2

– Andy Plesser

Recent Videos
image
Rocket Fuel Touts “Mission Control,” Self-Service Programmatic Platform for Agencies

LONDON  –  Rocket Fuel, a leading programmatic ad buying platform, is expanding Mission Control, its  self-service solution for agencies, explains David Nelson, European Product Director, in this interview with Beet.TV Nelson also talks about the implications of the California company’s recent ...

image
How Interactive and Programmatic Can Fit Together, SMG’s Tom Fryett explains

LONDON –Interactive video formats and programmatic buying can be layered together to help brands better reach consumers across screens, says Tom Fryett, Video Associate Director, at Starcom MediaVest Group, in an interview with Beet.TV. Interactive formats can drive engagement, while data can help ...

image
AOL Readies Slate of Web Original Video for the U.K.

LONDON  – AOL has been expanding its video offering via its web originals and its distribution play across screens.   This initiative is expanding internationally as  AOL readies a slate  of Web original premium video for the U.K. market, says James Harris, Agency Lead, International, in this ...

image
Xaxis’ Ad-Synch Product Rolls Out in Nine Markets: “It Captures the Imagination of our Clients”...

LONDON – It’s a bit like finding the “lost GRP,” says  Caspar Schlickum, CEO of Xaxis EMEA, explaining the value of the agency’s new ad-synch product, in this interview with Beet.TV He says that the platform serves synched ads to  multiscreen viewers, many who reach for their ...

image
Rubicon Taps Global Publishers’ “Demand for Greater Efficiency”

LONDON –  The Rubicon Project, the Los Angeles-based adtech firm, has been rapidly expanding globally as publishers demand greater efficiency in managing their ad sales, says Jay Stevens,  GM for International, in this interview with Beet.TV    Rubicon helps a number of big global publishers ...

image
Data Can Be Used as a ‘Consumer Fingerprint’, SMG’s Simpson

LONDON — Data is rooted in numbers, but the use of it is most effective when brands view data as a “consumer fingerprint,” says Steve Simpson, Exec VP and Global Managing Director of Digital Strategy, Data and Analytics at SMG, in an interview with Beet.TV. “Think about it as a ...

image
Vice Sees Huge Upside for News Operation, Brian Dietz Tells Beet.TV

In just the past six month, Vice has become “one of the biggest newscasts in the country and possibly the world,” says Vice SVP for sales Brian Dietz in this segment on Beet.TV.  Dietz tells our Ashley Swartz that Vice news has some 650K subscribers on YouTube and has had 70 million videos ...

Ashley Swartz, Furious Minds 2
VOD Could Shepherd More Programmatic Buying in TV, Ashley Swartz

Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV. “VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The ...

image
Razorfish Media Chief Kathuria on Scale, TV Dollars, and Big Data

Moving TV dollars to online remains a challenge says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “It’s very hard to find an apples to apples comparison in terms of TV money and where to move it. If you are a TV buyer, you want to scale. To effectively move ...

Steve Parker, SMG UK
Programmatic Poised to Impact TV Buying, SMG’s Steve Parker says

LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV. “What we’re learning around programmatic video allows us to transform our relationship ...

image
More Agencies to Launch Private Exchanges, Zenith’s Zilberbrand

As programmatic buying expands, look for agencies to build more private marketplaces in the next 12 to 18 months, says Julian Zilberbrand, EVP Activation Standards, Insights, & Technology at ZenithOptimedia Group in an interview with Beet.TV. That’s because private exchanges provide an ecosystem ...

image
Programmatic TV Buying on the Horizon

Programmatic advertising has flourished digitally, but in time it will spread further to TV, says Brendan Condon, CEO of Media Property Holdings, which operates like an ad network but for TV buying by aggregating TV spend across multichannel video providers, syndicators and local broadcasters. But there are ...

loader