New marketing cloud to ‘redefine’ TV experience claims Adobe | OTT | News | Rapid TV News
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Creative software giant Adobe has enhanced its Primetime platform to help TV networks and pay-TV providers grow audiences and personalise TV experiences.

Adobe 22 march 2016Explaining the rationale for the move, Adobe says that multiscreen and on-demand viewing have fundamentally changed the TV industry. It believes that TV networks and pay-TV providers are challenged by consumers’ desire to view content in alternative ways to traditional TV. Increasingly, such viewers are watching films, TV programmes, live sports and other content via online connected devices and platforms. They are also embracing over-the-top (OTT) TV and film delivered to every screen.

To address these dynamics, Adobe has launched an end-to-end offering with Adobe Primetime. The company says that the enhancement will extend its solution to help drive audience acquisition, engagement and monetisation by delivering more personalised TV and ad experiences directly to consumers via mobile, laptops and connected devices such as Apple TV, Sony PlayStation, Roku and Microsoft Xbox. Among the new features are Adobe’s new video personalisation engine, Adobe Primetime Recommendations, which harnesses Big Data to increase viewer engagement and viewing time.

Moreover, the company believes that its software will enable TV networks and pay-TV providers to more effectively package and sell subscription and advertising-based OTT services, offer highly engaging experiences and build audiences with more personalised content and advertising.

“TV networks and pay-TV providers are eager to capitalise on OTT, but need a comprehensive platform to effectively acquire, engage and monetise viewers,” said Jeremy Helfand, vice president, Adobe Primetime. “By integrating Adobe’s advertising, analytics, data management, ad campaign and personalisation engines with the video playback, ad insertion and DRM capabilities of Adobe Primetime, media companies are transforming their businesses with more personalised and engaging viewing experiences across screens.”