Adobe reveals online video and ad consumption trends

Infotech Lead America: Adobe Primetime, formerly known as “Project Primetime” is now generally available. Adobe Primetime is a TV publishing and monetization platform for programmers and pay TV service providers.

Adobe Systems has also announced technology collaborations with dozens of industry leaders, including encoders, cloud platform providers, and content delivery networks (CDNs) to pave the way for TV content across every connected screen.

Ecosystem partners include Akamai, Amazon Web Services, Cisco Systems, Elemental Technologies, Envivio, Harmonic, iStreamPlanet, RGB Networks, thePlatform and others. Comcast Cable and NBC Sports Group have signed on as first Adobe Primetime launch partners.

Adobe Primetime enables programmers and pay TV service providers to capitalize on the rising consumer interest in watching and engaging with digital video while helping protect and maximize the value of their content. The platform tightly integrates Adobe’s video publishing, player, DRM, advertising and analytics solutions to simplify the process of reaching audiences across screens and to create great digital video experiences while also offering new monetization opportunities for programmers and pay TV service providers.

Adobe Primetime’s interoperable components can be deployed individually to fit their infrastructure needs or let the full solution handle the entire workflow.

Comcast Cable has incorporated several of Adobe Primetime’s modular components to deliver and monetize IP-delivered video and give their subscribers access to their favorite content via these properties. Comcast also uses the player, DRM, ad insertion, ad serving, and analytics.

NBC Sports Group also uses Adobe Primetime to offer live sporting events, including Major League Soccer (MLS) and National Hockey League (NHL) games and Golf Channel content across devices.

Adobe Primetime provides a single publishing workflow with one video format (HLS) and one DRM solution – all built around the Adobe Primetime Player. By incorporating HLS into the Flash Player for desktops, TV content owners and distributors will be able to efficiently reach more of their audience by deploying one consistent player.

Support for broadcast-specific capabilities such as closed captioning, dynamic ad insertion, and analytics dramatically help reduce costs while enabling advertising revenue with a single workflow and fewer video assets to encode, manage, deliver and store. Adobe Primetime will also continue to support HDS streaming

Adobe Systems Incorporated revealed industry data and insights about online video and ad consumption at the National Association of Broadcasters (NAB) conference. The analysis was based on close to 20 billion video starts, 10 billion ads served by Adobe media customers and the analysis of more than 450 million Facebook posts in 2012.

Key findings in the Digital Index report show that while TV Everywhere adoption increased 12-fold; mobile video viewing grew by 300 percent. Facebook users are seeing twice the level of engagement with video over non-video content. Pre-roll ads account for 82 percent of all video ad impressions in long-format content.

TV Everywhere was rapidly adopted in the U.S. in 2012, with a 12 fold increase in  the number of authentications as compared to the previous year, mainly due to  events like the Summer Olympics, March Madness, UEFA Euro 2012 soccer and the NBA playoffs.

Mobile video starts have risen more than three times since the previous year, from three percent to 10.4 percent. 89.6 percent of the video consumption is still taking place on desktops. Tablets are growing the fastest in terms of mobile video usage on devices.

People preferred to watch videos on tablets on weekends, with Sundays producing 17 percent of video starts on a tablet. Mobile video consumption peaks on Monday, Thursday and Sunday at 16 percent.

Facebook users were found more than twice as likely to comment, share or like video content than with non-video content. Twitter users were three times more likely to refer to video content on media sites than other types of content.

All devices including PCs produce a higher than average completion rate with TV-related media sites versus non-TV-related media sites.

Mobile video viewing was seen to double on special sporting event days, such as the Summer 2012 Olympics and the 2012 NCAA Tournament.

While mid-roll ads produced the highest completion rate at nearly 90 percent in 2012, post-roll ads generate three times the click-through rate of pre, and mid-roll ads. People respond to a specific call-to-action in an ad more than after the video is complete.

Pre-roll ads continue to dominate overall ad impressions with 82 percent of the total for content that’s longer than two minutes. Long-form content consisting of more than two minutes produces both higher ad completion and click-through rates in comparison to content lasting less than two minutes.

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