Adobe adds new features to help video content providers insert ads

Nov 15, 2012, 2:17 PM EST
Adobe CEO Shantanu Narayen speaks during a keynote address by Samsung President and General Manager of Visual Display Business Boo-Keun Yoon at the 2011 International Consumer Electronics Show at the Las Vegas Hilton January 6, 2011 in Las Vegas, Nevada. CES, the world's largest annual consumer technology tradeshow, runs from January 6-9 and is expected to feature 2,700 exhibitors showing off their latest products and services to about 126,000 attendees.
Getty Images/Justin Sullivan

NEW YORK (AP) — Adobe Systems Inc. has added new tools to insert advertisements into online video content.

The new tools are part of Project Primetime, Adobe's service for distributing video on computers, smartphones and other Internet-connected devices. A new ad-insertion tool called MediaWeaver "mirrors broadcast TV" in the way it inserts ads into programming, Adobe said Thursday.

For broadcasters and other content providers, that's an improvement from the way a lot of online ads work now — concentrated at the start of the programming, or repeated over and over. MediaWeaver can get the latest ads inserted into video, whether it's live, recorded or played back on demand.

Adobe said the service lets content providers target and track their audience, too, depending on what information they already have on them.

Another offering, called Primetime Media Player, helps content providers offer a "more robust viewing experience on desktops and mobile devices within apps," the company said in a blog post. To do this, it lets devices load videos faster, offers closed-captioning and works with Adobe's SiteCatalyst advertising and marketing analytics service to analyze customers' viewing habits.

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