By: Jonathan Schultz
Those of us in the College of Media or any similar disciplines are all too familiar with Adobe Systems’ suite of creative products like Photoshop and InDesign that have virtually monopolized design software in the advertising and journalism industries. What is less known is that the company is much closer to the marketing world in an entirely different way.
Taking a page out of Google’s playbook, Adobe is discontent with being exclusively a software company and is expanding further into the marketing world with its new platform, Project Primetime. With the new product, “publishers, media companies and app developers flow ads into live, linear and on-demand videos, and the new Primetime Media Player ties everything together into a single content distribution mechanism” (Peterson, 2012).
This new platform is the culmination of a series of developments and acquisitions that Adobe has
pieced together over the last several years. In 2009, the company broke into the marketing world when it bought Omniture, a Web analytics firm. In January of 2011, they then purchased Dendex, a data management firm that “helps advertisers and publishers make better sense of their audience data for ad campaigns” (Smith, 2011).
In November of that same year, Adobe continued their campaign deeper into the necessity of aspiring and established online advertisers alike when the company purchased Auditude, an “online video platform” that allows Adobe to “offer an unparalleled platform for authoring, distributing, analyzing, and monetizing digital video experiences” (Smith, 2011). The acquisition of Auditude allowed Adobe to create the video content and advertising platform that became Project Primetime, most famous for its use as the live-streaming service for the 2012 Summer Olympic Games in London this year.
While the new service was originally unveiled in February of this year, with the addition of the brand-new Adobe MediaWeaver product, Project Primetime “should make things more efficient for advertisers and media companies” (Peterson, 2012). What is particularly noteworthy is not this new advertising platform as a stand-alone service, but how Adobe will be able to utilize it in conjunction with its existing Web software, including SiteCatalyst, which provides client-side Web analytics, and AudienceManager, a data management platform.
“Taken all together, Project Primetime means Adobe can bring display like ad targeting and segmenting video, across different platforms” (Peterson, 2012). This gives the company the potential to create a 30-second advertisement to be displayed on multiple media and auction off each particular device that the content would reach, as well as the respective audience group that predominantly interacts with the particular media (or all audience groups, in the case of the computer), to individual corporations interested in having their brand reach a particular consumer.
What all of this amounts to is Adobe having a clear interest in the mix regarding the future of digital video advertising, and if things go their way, they’re sure to make a killing. Pretty soon, advertisers might not just be producing advertisements on Adobe products, but they’ll be hosting them on Adobe-generated media spots and receiving all of their consumer insights via Adobe data management and analytic software – and you can be sure that an antitrust suit will be right around the corner.