AMSTERDAM — While the Olympics is a big screen event, the BBC learned that multiscreen viewing played a vital role for viewers not only in recapping the Games but also in the primary consumption, says Steve Allison, Senior Technology Evangelist at Adobe, which handled Olympics streaming for the BBC.

Beet.TV caught up with Allison at the IBC Show in Amsterdam for an update on the Olympics, as well as the latest on serving ads in live streams.

Specifically for the Olympics, Adobe learned that PC usage was strongest at noon, with mobile usage peaking in the early evening and tablet usage hitting its highs around 9:00 p.m. (in the U.K.)  More about digital consumption on this BBC's Digital Media Blog post.

"The Olympics changed the way people think about consumption of video," Allison says in this video interview, explaining that the Olympics proved that there is consumer interest in multiscreen viewing of events.

Beyond that, he says that IP technology is evolving to enable more targeted ad delivery to the right people across devices. He adds that at the IBC show he's seen a number of tech tools that let media companies deliver video directly from cameras to IP.

Daisy Whitney

Note: This video was produced as part of the sponsorship of Beet.TV's IBC coverage by Akamai.