196: How Adobe Primetime Enabled by Adobe Marketing Cloud, Is Designed For Viewing Experiences
Contrary to popular belief, the binge-viewing digital native no longer sits slumped in their chair with one hand on the remote control and the other in a bowl of snacks. They watch what they want, when they want it on whatever device is closest to them and avoid any form of advertising.
Meanwhile, expensive cable packages of 300 channels that they never watch have become just one of the many casualties of the digital transformation.
Jeremy Helfand is an entrepreneur who’s been in the digital space for almost 20 years. Helfand has been at Adobe since the acquisition of his company Auditude back in 2011. But, his focus on the transformation of the television industry remains as strong as ever.
Adobe Marketing Cloud recently powered the analytics and ad insertion for the digital delivery of the Rio Olympics and this year’s Super Bowl. However, the company also works with everyone from Turner, Disney to Viacom and Comcast.
When I asked Helfand about the technology behind Adobe’s Marketing Cloud, he enthusiastically advised. “The transformation of the media space makes me feel like a kid in a candy shop because there’s so much disruption going on in the market around the television space, primarily because consumers are radically changing the way that they want to consume content.”
Meanwhile, media companies are trying to evolve their business and deliver high-quality experiences that viewers expect. However, understanding your audience and meaningfully engaging them with content while building a business around this transformation is notoriously difficult.
Adobe is hoping to ease this friction point by working with companies to understand their audiences and how they are engaging with that content. Personalizing the experience through media and entertainment solutions is made possible by the television platform Adobe Primetime. But, it’s having the ability to innovate alongside companies such as NBC Sports and Sky that clearly excites Helfand.
It really is a privilege for me, and it has allowed me really to maintain my entrepreneurial roots. I think it’s a fallacy to think that you can’t be inside of a large company and still be entrepreneurial.
Refreshingly, Helfand also pointed out that Adobe leaders who can continue to be entrepreneurial and they’ve been able to do this with a focus on delivering unique experiences through the transformation of television.
A quick look at the number of services that we all belong to now to access content perfectly illustrates how fragmented the landscape is right now. As viewers, our expectation level is to drift seamlessly from device to device with a consistent experience. But, businesses need to know who their audience is across all platforms whether that be on a traditional television set, smartphone or tablet.
If three-quarters of the content that gets consumed on Netflix starts with a recommendation of what to watch and we see the marketing increasingly move in that way, it’s crucial to understand exactly who the audience it genuinely deliver a personalized experience that is valuable. The alternative is tired irrelevant ads that belong in the past.
The top ten media companies in the world are now using are using Adobe technologies after realizing that a new efficient form of measurement is fundamental for the media industry. Ultimately, this will enable companies to build a business model around the multi-screen experience that their consumers want.
However, one of the most interesting insights offered by Helfand was the revelation that the consumption of content is actually moving back into the living room.
The fastest growing segment of content consumption of devices is happening on connected TVs. And so when you look at the Apple TV, the Roku or even always online smart TVs, the growth is happening fastest on those types of devices and proves that content consumption is moving back into the living room.
This trend is fascinating and not necessarily intuitive, but could redefine how the television experience evolves. Many are guilty of taking for granted how easy it is to watch our favorite TV show sitting in the living room with our family only to resume watching it on the train into work. Delivering this seamless experience to the consumer and that connected TV is possibly the biggest challenge.
Binge-viewing and multi-screen experiences are here to stay. But how media companies respond to in this digital transformation will be essential viewing to tech-savvy audiences.
On my podcast, Jeremey Helfand talked at length about his entrepreneurial journey and how this year’s Adobe Summit in Las Vegas will be focussing on the importance of experiences in business.