LAS VEGAS–(Business Wire)–Multiscreen and on-demand viewing have fundamentally changed the TV
industry. Today, TV networks and pay-TV providers are challenged by
consumers’ desire to view content in alternative ways to traditional TV.
Increasingly, viewers are watching movies, TV programs, live sports and
other content via a broad range of internet-based devices and platforms.
Audiences are seeking alternatives to cable, satellite and mobile
carrier pay-TV packages, and are embracing “over the top” (OTT) TV and
film delivered to every screen.
Today at Adobe Summit, Adobe (Nasdaq:ADBE) announced an end-to-end
offering with Adobe Primetime that extends the solution to help drive
audience acquisition, engagement and monetization across every screen
and platform. The new offering delivers more personalized TV and ad
experiences directly to consumers via mobile, laptops and connected
devices such as Apple TV, Sony PlayStation, Roku and Microsoft Xbox.
With the integration of Adobe’s digital marketing tools, TV networks and
pay-TV providers can more effectively package and sell subscription and
advertising-based OTT services, offer highly engaging experiences and
build audiences with more personalized content and advertising.
“TV networks and pay-TV providers are eager to capitalize on OTT, but
need a comprehensive platform to effectively acquire, engage and
monetize viewers,” said Jeremy Helfand, vice president, Adobe Primetime.
“By integrating Adobe’s advertising, analytics, data management, ad
campaign and personalization engines with the video playback, ad
insertion and DRM capabilities of Adobe Primetime, media companies are
transforming their businesses with more personalized and engaging
viewing experiences across screens.”
The new Adobe Marketing Cloud and Adobe Primetime offering is helping
media companies launch direct-to-consumer services by addressing
critical industry challenges, including:
Building an audience: Adobe’s digital marketing tools convert
audiences into paying subscribers. Adobe Analytics and Adobe Audience
Manager help customers identify specific audience segments based on
current content consumption patterns and grow those segments through
outreach to similar audiences. Adobe Media Optimizer and Adobe Target
increase conversions from trials to paid subscriptions through
automated ad campaign buys across search, display and social channels.
To develop consistently effective marketing messages, Adobe Target
also offers A/B and multivariate testing and content optimization for
both in-app and on-site experiences, which maximize the difficult
challenge of audience acquisition.
Engaging audiences: Adobe’s new video personalization engine, Adobe
Primetime Recommendations, harnesses Big Data to increase viewer
engagement and viewing time. Primetime Recommendations learns from
more than 200 billion online video consumption points across most U.S.
households that stream TV and film content. Deep contextual insights,
such as how much and what content a viewer has watched, yield
compelling personalized TV recommendations. To alert viewers to
recommended TV content outside of a video app, Adobe Campaign can also
orchestrate email campaigns and notifications based on known consumer
preferences. Support for instant-on content delivery and dynamic ad
insertion through Adobe Primetime offer viewers more personalized TV
and ad experiences.
Monetizing audiences: Adobe Marketing Cloud’s monetization
capabilities enable TV networks and pay-TV providers to find the right
balance among potential revenue streams: monthly subscriptions,
rentals, electronic sell-through and advertising. Together with Adobe
Primetime, Adobe Audience Manager and Adobe Target deliver more
relevant advertising to viewers, execute and measure dynamic ad
insertion across any screen or platform, and create targeted
advertising based on the characteristics of identified audience
Measuring audience impact: Adobe Analytics makes it easy to
understand how audiences are watching TV – the who, what, when, where,
how, and most important, why of a consumer’s viewing decisions across
multiple devices. This treasure trove of aggregated and anonymous data
improves the acquisition, engagement and monetization of audiences
when fed into the rest of the Adobe Marketing Cloud activation
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to effectively
reach and engage customers and prospects with highly personalized
marketing content across devices and digital touch points. Eight tightly
integrated Solutions offer marketers a complete set of marketing
technologies that focus on analytics, web and app experience management
and creation, testing and targeting, advertising, video, audience
management, social engagement and campaign orchestration. The tie-in
with Adobe Creative Cloud makes it easy to quickly activate creative
assets across all marketing channels. Thousands of brands worldwide,
including two-thirds of Fortune 50 companies, rely on Adobe Marketing
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.