Adobe Launches Primetime Planning Platform for Streamed Video Ads
Now that broadcasters stream their content to every screen, they'd like to make a little money off it. That's what Adobe has heard from clients, and it's why the company created TV Media Management (TVMM), 内部平台 Adobe黄金时段 that lets ad buyers target specific niche viewers and ad sellers forecast with greater accuracy how many views they can supply in demos several months in advance. At launch, the platform is limited to episodic TV shows, movies, and live sports streamed online.
While TV ratings have declined for several high profile events, 比如NFL比赛, 奥斯卡颁奖典礼, 和奥运会, overall views have been going up thanks to online streaming, 坎贝尔·福斯特解释道, director of product marketing for Adobe黄金时段. The problem now is that ad loads and ad compensation for IP-delivered video haven't caught up with broadcast. Adobe hopes to solve that with TVMM.
The platform tackles two areas: ad planning and yield optimization. The planning and forecasting area gives media sellers granular insights into the future availability of specific audiences at specific times. Buyers want to guarantee niche segments perhaps nine months out, and with TVMM sellers can predict availability with 90 percent confidence, 福斯特说,. The platform even works in environments that don't support cookies, such as Roku.
TVMM handles yield optimization by helping reduce media waste. When broadcasters deliver more views for a show than they predicted, those are views they could have monetized. TVMM helps with accurate planning. For a major broadcaster, reducing waste by 5 percent is serious money, 福斯特说,. In beta testing, TVMM reduced waste by 25 to 30 percent.
TVMM现在可用, and can be used by Adobe黄金时段 customers already onboard with Analytics or Audience Manager. MVPDs have been especially interested, 福斯特说,. Customers who want a closer look can arrange a demo at CES.
“这是第一次, we're enabling media sellers to forecast and plan campaigns against specific audiences on all of their digital inventory,福斯特补充道. "This is the first platform built from the ground up to monetize live linear and on-demand content."
The TVMM forecasting interface
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