Adobe Targets Digital Television Industry with “Project Primetime”

By on 11/15/2012 1:43 AM @daisywhitney

To help broadcasters deal with device proliferation, Adobe expanded its Project Primetime platform with both the addition of an ad insertion option and a new player technology that lets programmers handle streaming, rights and content prep for all devices, Adobe says.

Beet.TV spoke to Jeremy Helfand, VP Monetization at Adobe, about the new features and how programmers can use them.

The overarching goal with the new features is to make the digital delivery of programming more like TV so consumers can be most engaged with the content and ads, he says. “What we hear in the marketplace is that device fragmentation is a real challenge,” Helfand says to Beet.TV.

The Primetime Media Player is designed to deliver both content and ads across devices with a single workflow, and it supports desktop, laptop and mobile apps for both Android and iOS phones. Support for mobile browsers and over-the-top devices will come next, he says. The technology also includes monetization and analytics tools.

The ad insertion service, dubbed MediaWeaver, lets content owners insert ads in all types of online video, including live and on-demand. Adobe is having conversations with major programmers and content distributors about the tools, Helfand says.

“As there is a growing need for long-form professional content being delivered across devices, what we have heard is verison 1.0 solutions for ad serving don’t really address the needs for where the marketplace is going,” he says. The MediaWeaver technology is designed to mirror a TV environment with “seamless switching” between content and ads scross devices, he says.

Adobe worked with both the BBC and NBC on the Olympics this summer to deliver nearly 90 million authenticated streams via Adobe Pass. “We saw a real consumer demand to deliver content on devices and on TV, and we learned a lot about how consumers are using both desktop as well as devices from a time-shifting perspective…and we learned about which devices are used at different times,” he says. All that learning has helped inform the new features in Project Primetime, he adds.

More on this develpment reported on StreamingMedia.com

Daisy Whitney

Recent Videos
image
Cannes to Recognize AdTech Innovation with the “Creative Data Lions”

The organizers of Cannes Lions have announced a completely new program at Cannes Lions titled the “Innovation Festival.”  It will be a two-day program, June 25th & 26th held at the Grand Palais. The program will recognize the impact of data on the creative advertising process.  (It happens ...

image
Brands Not Afraid To See Full Ad Data: Veenome’s Lenane

These days, many ad tech vendors offer to give brands and networks the data that reveals the true effectiveness of their ads. But which side wants to see that data, and which would rather look away? “If a big ad network doesn’t like what they see…  they don’t necessarily want to come back (to ...

image
Nielsen’s Hohman Ready To Measure Netflix

Netflix may not want to open up its audience ratings to industry onlookers – but that doesn’t mean measurement houses aren’t trying to put some numbers on the video behemoth’s growth regardless. “We are actually going to be able to have measurement for content that’s playing ...

Jeff Collins, Viant
MySpace Userbase Is Now Viant’s Giant Ad Targeting Machine

MySpace may have struggled to retain relevance over the last few years, but its latest owner recently rolled up the social network in to a proposition it hopes advertisers will find appealing. Interactive Media Holdings, which also owns Specific Media, Vindico and Xumo, has reacast as Viant Ad Cloud. ...

image
Yahoo: Three Keys to Native Ad Success

Native ads can often generate more attention then display ads, and they also usually drive a positive brand association, says Lauren Weinberg, VP Strategic Research & Insights at Yahoo, in this interview with Beet.TV. According to Yahoo’s research, 60% of consumers have a positive perception ...

image
Videology’s Gaskamp: Most Of Our Ads Are Upfront

In the emerging world of digital video advertising, many in the industry are getting excited by the possibility of programmatic-style real-time video ad buying, as well as by dynamically-inserted video ads. But video ad tech platform Videology says most of the ads its clients buy in videos are bought more in ...

image
Digital Isn’t Boosting Overall Ad Growth Much: comScore’s Fulgoni

Digital advertising has grown fast over the last few years – but its surge is not causing the overall advertising economy to inflate, says an ad measurement veteran. “Digital has skyrocketed – but it’s coming from other budgets,” according to comScore executive chairman emeritus ...

image
Ad Tech Consolidation Doesn’t Mean Walled Gardens: BrightRoll’s Mosher

Ad-tech M&A is in full-swing. Whilst the industry lumascape looks complex today, large internet operators are snapping up some of the bigger ad tech platform vendors? So, as consolidation occurs, will vendors under new ownership be temped to lock customers in to their parents’ business ecosystem? ...

image
eXelate Launching TV-Mobile Ad Solution: CEO Zagorski

It’s been going for seven years with its customer data services. Now eXelate is also one of the companies helping advertisers knit together messaging in the multi-screen era, with some pretty cool-sounding technology. “We’ve partnered with Innovid and connected mobile app data with smart TV ...

image
Retargeting is Huge on Mobile, Video is Next, Criteo’s Deichert

Ad retargeting has become known for serving users with ads for products they have already looked up on the Internet. So could the same work for video? Not yet, according to a man from one of the top display ad retargeting services. “To do a really quality job with video retargeting, you have to have ...

image
IAB’s Rothenberg: The Problem with Viewabilty is the Tech Vendors

While publishers and advertisers are essential in agreement over what constitutes a “viewable” digital advertisement, the technology for measuring ‘viewability” is a big problem, with multiple tech vendors coming with vastly different findings, says Randall Rothenberg, CEO of the IAB ...

image
Marketing Industry Chief: Ad Fraud Must be “Put to Its Death”

Speaking in blunt terms, Bob Liodice, President and CEO of the ANA,  the nation’s trade association for advertisers, says that his group has had enough and wants no part of criminal activity where dollars are being diverted in various ad fraud scenarios.   He says the industry needs to deal with this ...

loader