From its vantage point in the digital cloud, Adobe has a unique view of video publishers around the globe. Lately it\u2019s been seeing a shift in emphasis from cross-screen reach to monetization. Concurrently, U.S. video viewing has bifurcated along two lines: mobile devices during the day and living room big screens at night, with many implications for programming and advertising messaging.<\/p>\n
\u201cMonetization is certainly front and center,\u201d Jeremy Helfand, VP, M&E Industry Solutions, Adobe, and VP, Adobe Primetime, says in this interview with Beet.TV at the annual NAB Show<\/a>.<\/p>\n He likens the shift in focus from audience fragmentation to broadcasters exercising a new muscle. \u201cThey need to think more like retailers, understanding who their audiences are,\u201d says Helfand.<\/p>\n This involves having a business model that supports advertising not only of a digital nature but \u201cconverged advertising across both linear and digital,\u201d he adds.<\/p>\n With the recent addition<\/a> of video demand-side platform TubeMogul to its various cloud offerings, Adobe is looking to connect the buy and sell sides for \u201ca common definition of audience to increase the value of advertising,\u201d regardless of what screen it\u2019s delivered to.<\/p>\n More recently, Adobe and video monetization technology and services provider Ooyala formed a partnership that will enable Ooyala to \u201cleverage the playback and ad insertion capabilities of Adobe Primetime to help enhance their suite of products,\u201d Helfand explains.<\/p>\n \u201cPairing our IVP solutions with Adobe gives even more insight into analytics and measurement, building common data sets across every function of video all with a single goal. To grow your business,\u201d Ooyala Co-founder and SVP of Products and Solutions, Belsasar Lepe, said in a statement<\/a> announcing the partnership.<\/p>\n Adobe\u2019s latest report on digital video shows that \u201cTV everywhere\u201d has doubled in size over the last two years. \u201cWhat\u2019s really interesting is as we watch consumption of that content, TV is coming back into the living room,\u201d Hefland says.<\/p>\n The highest concentration of daytime consumption is happening on mobile devices, but from 4-9 p.m. connected TV devices are dominant, according to the Adobe report.<\/p>\n