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
Expansion Planned for Guardian’s Programmatic Alliance w/ CNN Intl, Economist, Financial Times...

LONDON — Back in March, The Guardian and four other UK publishers with global ambitions announced they were forming the Pangea Alliance, a shared scheme to pool first-party ad data for ad buyers to target their combined 110 million users in a “programmatic”, or automated fashion. In ...

image
WorldNow Creates Consortium for U.S. TV Stations for Digital Ads

WorldNow, a New York-based online video platform provider for some 400 U.S. local television stations, has announced the formation of a consortium to sell national advertising. At the recent NAB Show in Las Vegas, we spoke with Lou Schwartz, Chief Strategy Officer, about the growing IP-delivered ...

image
OVP ‘Stream Monkey’ Touts Analytics Offering and 4K Streaming

Orlando based-Online video platform Stream Monkey is expanding by offering services to media companies, non-profits and enterprises.  One of its key value propositions is its deep analytics around viewers, says Jason Fuhlbruck, in this interview with Beet.TV.   The analytics suite is powered by Akamai, he ...

image
Technology Informs Cannes’ ‘Creative Nexus': UM’s Cohen

Do technology and creativity mix? They do if you are attending this year’s Cannes Lions International Festival of Creativity. “Cannes has evolved over the last couple of years to be this nexus of creativity,” Universal McCann chief investment officer David Cohen tells Beet.TV in this video ...

image
Mobile Video Advertising is Priced at 50% Discount, MMA’s Stuart

Mobile video advertising is pricing at half of what it should be says Greg Stuart, CEO of the Mobile Marketing Association, in this interview with Beet.TV.  He cites data from a just completed two year, $2 million research study undertaken by the MMA with several big brands.   Unlike other forms of ...

image
Mixpo’s Tillinghast Sees Big Upside to Interactive Video as Display Banners

Mixpo, the Seattle-based company that creates custom, interactive elements for pre-roll ads for big brands and publishers, sees much bigger opportunities for interactivity in video ads that appear as banners, says Charlie Tillinghast, former President & CEO of MSNBC.com, who became CEO of Mixpo earlier ...

image
comScore Readies Measurement Tool for Connected TV’s

Responding to a dramatic increase in video consumption on connected TV’s, comScore is readying a measurement tool to tabulate views on the devices and will roll it out this year in the U.S., says Serge Matta, CEO in this video interview with Beet.TV.   He says that comScore is already measuring OTT ...

image
Tim Armstrong’s Goal of “Open” AdTech Dominance: “Open is the New Black,”...

In a  keynote address to some 500 leaders of the adtech industry gathered in New York by the investment bank boutique LUMA partners, AOL CEO Tim Armstrong shared an expansive  view on the sale of AOL to Verizon and the future of AOL.   He spoke about the future of an open, interoperarable tech stack ...

Jon Steinberg, DailyMail
DailyMail’s Steinberg: The Threat to News is the Media Agencies

It’s not porn, it’s not file sharing, yet many media agencies equate news with these unsavory categories – and they are keeping their distance and limiting ad spend. The threat to news is not the lack of journalists, it’s the way news is seen by advertisers, primarily by the ...

image
David Bell: “There Will be Roadkill in the Lumascape”

At the upcoming Cannes Lions Festival in France next month, a vast numbers adtech companies will be vying for attention but there will be an inevitable winnowing.   Consolidation will continues with the growth of larger, open platform technology companies.  “There will be roadkill in the ...

image
Being a Change Agent = Reading Trends, Simulmedia’s Dave Morgan Says

The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now are on the cusp of hitting the market hard, says serial entrepreneur Dave Morgan, Chief Executive Officer for Simulmedia, who talked about these shifts in the ad ...

image
China’s Search Giant Baidu in Strategic Alliance with Taboola

Baidu, China’s largest search engine, has entered into a strategic investment with content recommendation company Taboola, the companies announced today.   Terms of the agreement were not disclosed. The deal gives Taboola a giant foothold in the Chinese market which does not widely use content ...

loader