LAS VEGAS — “TV Everywhere<\/a>“, the method through which US cable operators allow subscribers online viewing of their bundles, has become the industry’s “whipping boy,” Adobe’s Primetime product marketing director Campbell Foster<\/a> says.<\/p>\n 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…<\/p>\n Criticism 1: “The user experience is lousy.”<\/strong><\/p>\n Solution: “We\u2019re driving adoption of in-home automated authentication, so when a user is at home they don\u2019t have to prove their pay TV credentials.\u00a0We\u2019ve seen a 20% to 25% increase in viewership when you use in-home authentication.”<\/p>\n Criticism 2: “Lack of awareness around TV Everywhere and its value.”<\/strong><\/p>\n Solution: “Often, subscribers think there\u2019s an extra charge. There is some confusion among older users in particular.\u00a0We\u2019re working with CTAM<\/a> to explain its\u2019 part of your cable package.”<\/p>\n Criticism 3: “Measurement is sorely lacking.” Solution: “Our Nielsen partnership that was announced in Q4 last year is intended to specifically address these shortcomings.\u00a0Viewership 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\u2019re really making a lot of progress.”<\/p>\n Beet.TV interviewed Foster at the Consumer Electronics Show (CES) in Las Vegas.<\/p>\n Disclaimer: Beet.TV\u2019s converge of CES 2015 is sponsored by Adobe Primetime.<\/p>\n
\n<\/strong><\/p>\n