From its vantage point in the digital cloud, Adobe has a unique view of video publishers around the globe. Lately it’s been seeing a shift in emphasis from cross-screen reach to monetization. Concurrently, U.S. video viewing has bifurcated along two lines: mobile devices during the day and living room big screens at night, with many implications for programming and advertising messaging.
“Monetization is certainly front and center,” Jeremy Helfand, VP, M&E Industry Solutions, Adobe, and VP, Adobe Primetime, says in this interview with Beet.TV at the annual NAB Show.
He likens the shift in focus from audience fragmentation to broadcasters exercising a new muscle. “They need to think more like retailers, understanding who their audiences are,” says Helfand.
This involves having a business model that supports advertising not only of a digital nature but “converged advertising across both linear and digital,” he adds.
With the recent addition of video demand-side platform TubeMogul to its various cloud offerings, Adobe is looking to connect the buy and sell sides for “a common definition of audience to increase the value of advertising,” regardless of what screen it’s delivered to.
More recently, Adobe and video monetization technology and services provider Ooyala formed a partnership that will enable Ooyala to “leverage the playback and ad insertion capabilities of Adobe Primetime to help enhance their suite of products,” Helfand explains.
“Pairing our IVP solutions with Adobe gives even more insight into analytics and measurement, building common data sets across every function of video all with a single goal. To grow your business,” Ooyala Co-founder and SVP of Products and Solutions, Belsasar Lepe, said in a statement announcing the partnership.
Adobe’s latest report on digital video shows that “TV everywhere” has doubled in size over the last two years. “What’s really interesting is as we watch consumption of that content, TV is coming back into the living room,” Hefland says.
The highest concentration of daytime consumption is happening on mobile devices, but from 4-9 p.m. connected TV devices are dominant, according to the Adobe report.
This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas. The series is sponsored by Ooyala. For more coverage of NAB, please visit this page.
