Adobe Marketing Cloud Redefines TV Experience
March 22 2016 - 12:01AM
Business Wire
New Adobe Primetime Capabilities Help TV Networks and Pay-TV
Providers Grow Audiences, Personalize TV Experiences
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 segments.
- 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 capabilities.
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 Cloud.
Helpful Links
- Adobe Primetime Blog Post
- Adobe Primetime Homepage
- Follow Adobe Primetime on Twitter
About Adobe
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.
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AdobeCraig Corica, 415-832-5389ccorica@adobe.comorAdobeStefan
Offermann, 408-536-4023sofferma@adobe.com
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