Insights

Primetime at the Adobe Summit SLC

Global Head of Media
Valtech

March 24, 2015

Adobe announced that Primetime, its multiscreen TV platform, is now included in the Adobe Marketing Cloud

At the Adobe Summit in Salt Lake City, Utah, US, Adobe announced that Primetime, its multiscreen TV platform, is now included in the Adobe Marketing Cloud. The integrated solution will allow marketers to view and analyze viewer data from Primetime via the Marketing Cloud to better understand the viewer experience in a more detailed way. It enables them to plan and execute campaigns that target specific demographics as well as eliminate one of the more frequent online viewer complaints: seeing the same ad over and over again. This creates a better, personalized experience even for ads across different devices. According to Adobe research, viewers say that seeing the same ad too many times is more annoying than seeing too many ads (39 percent compared to 35 percent). Other findings indicate that 26 percent of viewers say that better ad personalization would make video ads less intrusive. Further, Adobe announced improvements to its video player SDK that will improve cross-device targeting, allow marketers to stream ads to specific devices, and include frequency capping.

Other relevant data for the media industry presented at the Summit shows that half of all internet traffic is from mobile devices, that the number of these devices is increasing, and the industry that is leading consumption on mobile is media.