At both the Interactive Advertising Bureau's (IAB) Annual Leadership Summit and Mobile World Congress, Adobe Systems announced a fully integrated video technology platform, code-named 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, said Danny Winokur, vice president and general manager of Interactive Development at Adobe, in a call with reporters. Shown for the first time at these two major industry events, 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 optimization with the recently acquired Auditude video advertising platform. This integration enables 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 personalize 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 of Digital Media Business at Adobe, in a statement. "Project Primetime gives media companies one solution to deliver and monetize 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 today. The new video publishing offering integrates a Web-based video clip editor with the Adobe Auditude ad platform, enabling the industry's first single workflow for creating and monetizing live video clips in real time. Video publishers are able to deliver ad-supported clips that are instantly availableeven while an event is still ongoingmaking 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 Website. 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 monetizing video clips to the iPad today. Other platforms are expected to be supported in 2012.