Adobe adds multi-screen to broadcast video platform

Adobe Systems is eyeing the TV Everywhere advertising opportunity with a new dynamic ad insertion service for digitally distributed video called Adobe MediaWeaver, and the Primetime Media Player for execution and analytics.

Both components are meant to bring multi-screen capabilities to the vendor's Project Primetime broadcast video platform. In all, the full solution (now in beta) integrates video publishing, advertising and data solutions for TV content owners and distributors.

"Adobe is uniquely positioned to help drive a major industry transformation with Project Primetime. The introduction of Adobe MediaWeaver and Primetime Media Player mark a significant step in making broadcast TV content and ads work seamlessly online as more content is consumed across devices," said Jeremy Helfand, vice president of monetisation at Adobe. "This is a massive opportunity for the industry, and we are working closely with leading TV content owners and distributors to better deliver and monetize broadcast content across all major platforms."

MediaWeaver, true to its name, allows users to 'weave' ads into content being delivered through a Web-connected device, while supporting audience targeting and analytics to increase media inventory value. It can place ads into live, linear and video-on-demand (VOD) content, and enables dynamic ad executions for video content in browsers and apps across devices.