“Too often, marketers forget about marketing 101,” the company’s Director of Product Marketing says in an interview with Beet.TV at CES 2017. “Consumer psychology. What do consumers want? What do they need? What is the hierarchy of needs?”
He suggests marketing concepts from the 1950’s and 1960’s can be useful when trying to create personalized experiences.
“Also what’s lost is the creative aspect of it,” he adds. “How do you create a better environment for consumers so that they’re more likely to make a purchase decision or more likely to have brand affinity for a particular product or service or company?”
Too often, the focus is solely on data and “we don’t focus on what people want,” says Foster. “Sort of the basics of marketing.”
While Adobe itself is slightly less than a quarter-century old, it seems to have been listening to what a lot of people in the tech space desire, particularly when it comes to video. Its 2016 acquisition of TubeMogul is the capstone in the creation of a “three-legged stool” to neatly capture both the demand side and supply side—and most points in between.
“Historically we’ve have a data management platform, we’ve had a performance marketing engine with Adobe Media Optimizer but we haven’t really had a demand side platform focused on brand building through video,” Foster explains. “And that’s really what we’re trying to accomplish with the TubeMogul acquisition.”
The next phase of the company’s video evolution is connecting the buy side through TubeMogul with the sell side via Adobe Primetime TV Media Management. This, says Foster, will create “tighter, stronger connections between media buyers, TV buyers, video buyers and broadcasters and MVPD’s that have professional video inventory to sell.”
Adobe is now equipped to assist brands from content ideation through to production and distribution video distribution, all the way through to measurement and monetization.
For the company’s media customers, Adobe’s primetime footprint and authentication touches over 99% of U.S. pay TV households, according to Foster. “That’s a significant footprint in premium inventory,” he says.
This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.
]]>The product, called Adobe Primetime TV Media Management (TVMM), was created with Videology. Foster says that the service is for “planned media” not bidded media and is oriented for brand advertisers.
He expects it to be implemented by Adobe’s client base of global broadcasters and distributors.
We interviewed him today at the VideoNuze industry forum in Manhattan today.
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In this video interview with Beet.TV, Foster channels the three main complaints levelled at the system – ranging from “accurate and fair to somewhat misguided to completely wrong” – and offers solutions that are being worked on…
Criticism 1: “The user experience is lousy.”
Solution: “We’re driving adoption of in-home automated authentication, so when a user is at home they don’t have to prove their pay TV credentials. We’ve seen a 20% to 25% increase in viewership when you use in-home authentication.”
Criticism 2: “Lack of awareness around TV Everywhere and its value.”
Solution: “Often, subscribers think there’s an extra charge. There is some confusion among older users in particular. We’re working with CTAM to explain its’ part of your cable package.”
Criticism 3: “Measurement is sorely lacking.”
Solution: “Our Nielsen partnership that was announced in Q4 last year is intended to specifically address these shortcomings. Viewership data will flow in to the Digital Content Ratings powered by Adobe and that viewer data will then be actionable in Adobe Marketing Cloud. We’re really making a lot of progress.”
Beet.TV interviewed Foster at the Consumer Electronics Show (CES) in Las Vegas.
Disclaimer: Beet.TV’s converge of CES 2015 is sponsored by Adobe Primetime.
]]>For the MLB, Adobe is powering the desktop player and the Xbox.
We interviewed Foster at the NAB Show where the company made this and other announcements. Here is the company’s full announcement.
Disclosure: Adobe Primetime is sponsoring Beet.TV’s coverage of the NAB Show.
Please find additional coverage of NAB 2014 right here.
]]>Even without the Olympics, the number of steams rose seven times year over year, and he says. This has created a considerable demand for an integrated industry solution for getting television programming into the hands of consumers using mobile devices.
Today, the San Jose company announced that Comcast Cable is using many of the Adobe Primetime features for its XFINITY Web properties and for delivering authenticated streams to customers. That includes the player, DRM, ad insertion, ad serving and analytics. NBC Sports Group launched Adobe Primetime to deliver live sports events including Major League Soccer and National Hockey League games.
In related news, Adobe released new data on digital video. The number of mobile video starts has risen more than three times over last year and accounts for about 10 percent of video consumption, with tablets the fastest growing of mobile devices. The other 90% of digital video consumption comes from desktops.
-Daisy Whitney
Disclosure: Adobe is the sponsor of Beet.TV coverage of the MIP conference.
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