What is in this article?:
The company figures now’s the time to prepare for the inevitable “TV Everywhere” onslaught, whereby video will be viewed across the computers and all types of IP-enabled portable devices, as well as on traditional television.
Beginning in 2011, Adobe Systems has continued to methodically build out its Project Primetime platform to meet the increasing demand for high-quality online video consumption across all screens. The company figures now’s the time to prepare for the inevitable “TV Everywhere” onslaught, whereby video will be viewed across the computers and all types of IP-enabled portable devices, as well as on traditional television.
It’s a smart bet. UK market research firm Digital TV Research (November 2012) predicts $28.7 billion in total global online TV and video revenue by 2017, with 480 million households across 40 countries expected to be watching online TV and video by then. Doubling down, Adobe also cites the Digital TV Research report that assumes a 413-percent increase in ad growth for online media through 2017. Separate research from ComScore claims that 3.4 billion minutes of online video was viewed online across more than 50 percent of the U.S. population in September 2012 alone.
These numbers can be backed up with real-world usage data. Adobe said its Primetime was used to authenticate (that is, making sure a viewer is a paid subscriber of a pay-TV service before allowing access) 88 million streams of the 2012 Summer Olympics delivered by NBC Sports in the U.S. This, Adobe said, is a record in TV Everywhere history.
While many companies have developed similar software tools for the space, none has devoted as much resources to solving the various issues involved with the distribution chain that must be addressed in order to successfully publish and monetize broadcast TV content across any Web-connected device. Adobe’s end-to-end ecosystem approach has resulted in a comprehensive strategy that addresses all of the most important aspects of processing and delivering video in a timely and highly secure way.
Adobe has now literally closed the loop with the addition of MediaWeaver, a new ad insertion service that digitally inserts commercial spots into live or on-demand content to maximize revenue; and Primetime Media Player, a technology that allows TV content owners and distributors to maximize audience reach and ensure that all experiences are immediately monetizable through seamless ad insertion and analytics.