Adobe Primetime intros live-linear ad replacement for better targeting

Adobe headquarters in San Jose, California. (Credit: Adobe)

AMSTERDAM - Adobe is rolling out linear ad replacement to allow broadcasters to insert more targeted ads into live content streamed over IP networks on multiple screens.

As live broadcast content is reused on different devices, allowing for ad replacement can potentially help broadcasters to better monetize the practice.

“If I can change the ads, they become more targeted and that means more money,” Steve Allison, senior evangelist for Adobe Primetime, told FierceCable.

Sponsored by Dell Technologies

Whitepaper: How to Elevate Your Content Delivery Workflows With Dell EMC PowerScale

Learn how Dell EMC PowerScale helps meet surging viewer demand while reducing costs with a single centralized platform for the ingest, processing, and delivery of the content your viewers love.

Adobe Primetime’s new technology has already been put into use by programmers. NBC tapped it for its vast Olympics multiscreen coverage and, according to Adobe, saw a 34 percent increase in ad revenue.

In addition, M6 in France used the technology for the Euros tournament. Allison said that broadcasters have not necessarily revealed what kind of specific CPM gains they’re seeing, but said they are indicating the technology has improved ad performance.

The types of ad replacements Adobe is talking about include swapping out local ads and keeping national ads in place, or replacing everything. It’s also possible to change the ad break entirely, making it longer, shorter or tailoring it for specific devices.

Paired with historical data from Adobe Marketing Cloud, Allison says broadcasters can go back and analyze data to revise targeting rules.

Right now, Primetime live ad insertion is for IP delivery, but Adobe says it could eventually be used on operators’ managed networks as well, as long as the video is being delivered through HLS or M-DASH protocols.

Of course, ad insertion technology is fairly standard in the industry. But Adobe says it can differentiate by having the widest variety of devices on which it can replace ads but allowing for the same process to be used for ad replacement on each device.

“That’s something a lot of the broadcasters have been struggling with, getting that consistency across all those devices,” said Allison.

That array of devices used for TV Everywhere access is starting to point back toward the actual TV, particularly for communal viewing experiences like live sports and films. Allison said viewers are transitioning back to watching more content on large screens, particularly through TV-connected devices. In fact, Adobe says that the amount of time spent on those connected devices grew 149 percent year-over-year, outpacing the viewership growth on browsers, Android and iOS.

That shift in viewership patterns is giving Adobe more data to help understand how people are using content on different devices.

For more:
- read this blog post

Related articles:
Adobe hard-sells Creative Cloud’s stock video integration as competition builds

Suggested Articles

Peacock keeps racking up the sign-ups but still isn’t revealing much about how many people are using the service and how often.

Speculation about a price increase has been swirling for months and now Netflix has confirmed rate hikes for its two most expensive plans.

DAZN, a subscription sports streaming service, said that it will expand to more than 200 countries and territories beginning December 1.