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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.
Adobe MediaWeaver, Adobe’s new ad insertion service, places ads into live, linear and Video-on-Demand (VoD) content using patent-pending technology that provides control, flexibility and user experiences. The system facilitates dynamic ad executions for video content in browsers and apps on any Web-connected device, with the idea that broadcasters can offer customers an engaging, buffer-free ad and content experience.
The goal, Still said, is to provide dynamically inserted ad experiences that mirror broadcast TV while also offering content owners and distributors the ability to target and capture audience metrics, which can then be leveraged when selling ads.
The new Primetime Media Player is at the core of Primetime and allows TV content owners and distributors to rely on a single workflow for content preparation, rights management and streaming to eliminate platform fragmentation challenges and maximize reach. In addition, the player reduces costs by tightly integrating with all Primetime components, which ensures that content, ads and analytics are optimized and inserted within the player to maximize the value of the content and provide a more meaningful audience experience.
Adobe said the Primetime Media Player for desktop browsers leverages Adobe’s Flash Player and features capabilities such as closed captioning, seamless ad insertion, and advanced analytics. The Primetime Media Player for mobile works within apps today, and will support native browser environments in the future. Consumers do not have to download a separate player for non-desktop devices.