Integrated video content and ad service from Adobe
February 27, 2012
Digital content technologist Adobe has unveiled what it is claiming as the industry’s first fully integrated video technology platform, codenamed Project Primetime, to enable smooth, TV-like experiences for ad-supported videos across Web-connected devices. This new platform delivers premium video and ad content consistently across all major platforms, including Apple iOS, Google Android, desktop operating systems and connected TVs. Elements of Primetime will be available throughout 2012.
Primetime creates a single, end-to-end workflow that interconnects Adobe streaming technologies, content protection, analytics and optimisation with the recently acquired Auditude video advertising platform. This integration is designed to enable premium video providers to give customers a superior viewing experience through seamless dynamic ad insertion into any content type, whether linear, live or on-demand across Web-connected devices. Adobe Digital Marketing Suite is integral to Primetime, ensuring that media companies are able to combine consumption and revenue data to personalise their content and ads.
“Adobe’s new video technology platform is transforming the way video content and ads are being served and consumed,” said David Wadhwani, senior vice president, Digital Media Business, Adobe.“Project Primetime gives media companies one solution to deliver and monetise their content seamlessly across tablets, mobile phones, TVs and PCs while delivering better consumer experiences over IP.”
As part of the first phase of bringing the platform to market, Adobe is making ‘Primetime Highlights’ available immediately. The new video publishing offering integrates a Web-based video clip editor with the Adobe Auditude ad platform enabling a single workflow for creating and monetising live video clips in real time. Video publishers are able to deliver ad supported clips that are instantly available – even while an event is still ongoing – making content more timely and less expensive to produce.
Clips can be delivered via an Adobe-provided video player within an existing mobile application or embedded in a web site. Primetime Highlights enables a viewing experience that is smooth and comparable to traditional TV broadcasts with seamless content and ad transitions. Video publishers can start publishing and monetising video clips to the iPad immediately. Other platforms are expected to be supported in 2012.
Adobe streaming technologies will support MPEG-DASH, a set of emerging standards for streaming multimedia content over the Web that will help reduce technology fragmentation. Support for MPEG-DASH, which is expected to become a profile of HDS, comes as Adobe continues to collaborate in this area with a large number of industry partners. At the same time, Adobe will continue to innovate and develop its HTTP streaming protocol, HTTP Dynamic Streaming (HDS), used by major broadcasters worldwide.
Primetime is being showcased to broadcasters and media companies with immediate efect and is expected to be available in 2012 with support for Windows, Mac OS, Apple iOS, Google Android, Samsung Smart TVs and other platforms. The individual products and technologies of the platform continue to be available as separate offerings. Adobe Access support for iOS is expected to ship in spring 2012.