TV CONNECT – LONDON. Given that over 10 billion devices will be connected and in use by 2017, the question of how you monetize video is becoming increasingly important.
In a wide ranging keynote presentation on the opening day of this year’s TV Connect, Jeremy Helfand, VP, video monetization, Adobe, said there is a direct connection between devices and demographic.
Furthermore, research by Adobe had found that over 50% of authentications (TV Everywhere) were now coming through tablets – devices that didn’t even exist five years ago. While this was leading to increased fragmentation, bring devices online is complementary not cannibalistic.
In the UK, for instance, Nielsen had found that 95% of audiences who look at mobile video also watched more content on TV.
Helfand said that the questions that need to be asked are how do you reach, monetize and activate audiences.
He also said that Adobe has developed Adobe Primetime, a single platform for video publicity, advertising and analytics across desktops and devices.
Commenting on last year’s Olympics, when Adobe cooperated with the BBC and NBC, he added that they had set a new standard or benchmark, with over 200 million streams, 90 million of which were authenticated across 10 million devices.
We may still be at the TV Somewhere stage, but there is definitely a movement to TV Everywhere.