Adobe unveils integrated online video ad platform

February 28th, 2012

Adobe has unveiled a new online video technology platform that allows marketers to create and edit ad-supported video clips in real time.

Dubbed Project Primetime, Adobe says the platform will help simplify and monetise the delivery of ad-supported videos to web-connected devices.

As a first step in introducing the platform, Adobe has made Primetime Highlights available now. Using this software, online video publishers can deliver ads featuring content from live events that are still ongoing as well as inserting ads in linear, live or on-demand content on web-connected devices.

Primetime Highlights integrates a web-based clip editor with the company’s recently acquired Auditude platform, which offers video ad management and monetisation technologies. This enables what Adobe claims is “the industry’s first single workflow for creating and monetising live video clips in real time”.

Clips can be delivered via an Adobe-provided video player within an existing mobile application or embedded in a website. The software already supports the iPad, with other platforms to be supported in the future.

Adobe says Primetime Highlights “enables a viewing experience that is smooth and comparable to traditional TV broadcasts with seamless content and ad transitions.”

More elements of Project Primetime will be rolled out during 2012 across web-based platforms including Apple iOS, Google Android, desktop operating systems and connected televisions. It will eventually offer media companies a single, end-to-end workflow that interconnects Adobe streaming technologies, content protection, analytics and optimisation with the Auditude platform.

“Adobe’s new video technology platform is transforming the way video content and ads are being served and consumed,” said David Wadhwani, senior vice president of Adobe’s digital media business. “Project Primetime gives media companies one solution to deliver and monetise their content seamlessly across tablets, mobile phones, TVs and PCs while delivering better consumer experiences over IP.”