Adobe announced the availability of Primetime Highlights, a web-based video clip editor designed for the creation of live video clips to be used for online advertising nearly instantaneously.
Using the tool, video publishers can quickly grab a clip, such as a great sports play, and then publish it along with a targeted ad. Clips can be delivered via an Adobe-provided video player within an existing mobile application or embedded in a website.
"Clips from sports or a concert are very valuable but only for a short period of time. If you can't get that online quickly, it's not worth creating the content," says Ashley Still, director, product management, video solutions for Adobe. "This enables them to reuse the content they already have and drive additional revenue."
The web-based video clip editor is integrated with the Adobe Auditude ad platform. Auditude lets publishers deliver behaviorally targeted ads to video streams. Adobe acquired Auditudein November 2011, soon followed by the purchase of Efficient Frontier. Auditude added video ad management and monetization products to Adobe's existing analytics suite, data management platform, and content management system.
When video is published to a web page or app, the platform will serve an ad when the viewer hits play. Publishers also can add meta data that's accessible to Auditude.
Primetime Highlights includes a player optimized for the iPad, and Adobe says it plans to support other operating systems and devices later this year.
Jeremy Helfand, former Auditude CEO and now vice president, monetization for Adobe, noted the speed at which Adobe had integrated Auditude's technology into its offerings. He says the new offering initially targets the iPad because the Apple tablet is the most challenging problem for advertisers right now.
"If you think about where consumption is going, it's clearly going toward a multi-screen environment," he says, and tablets often are used as companions to TV viewing.
Adobe says that Primetime Highlights is the first component of an integrated video technology platform called Project Primetime, which eventually will allow publishers to deliver premium video content across all major platforms. The idea is to offer a workflow that interconnects Adobe streaming technologies, content protection, analytics, and optimization with the Auditude video advertising platform.
Still says that, eventually, Project Primetime could enable video producers to easily reach multiple devices with an optimized video experience. "Every new device supports new technology. Publishers have to figure out how to insert ads into that content in a way that's a good experience for the end user. Otherwise, they won't have a compelling business model to put more of that content in front of consumers," Still said.
The company expects to release additional elements of Project Primetime throughout the year.
The company also said Adobe Auditude has received the Media Rating Council's accreditation of the digital video ad impression statistics for ads delivered by its ad management and monetization platform.
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.