LAS VEGAS -- "TV Everywhere", the method through which US cable operators allow subscribers online viewing of their bundles, has become the industry's "whipping boy," Adobe's Primetime product marketing director Campbell Foster says.
In this video interview with Beet.TV, Foster channels the three main complaints levelled at the system - ranging from "accurate and fair to somewhat misguided to completely wrong" - and offers solutions that are being worked on...
Criticism 1: "The user experience is lousy."
Solution: "We're driving adoption of in-home automated authentication, so when a user is at home they don't have to prove their pay TV credentials. We've seen a 20% to 25% increase in viewership when you use in-home authentication."
Criticism 2: "Lack of awareness around TV Everywhere and its value."
Solution: "Often, subscribers think there's an extra charge. There is some confusion among older users in particular. We're working with CTAM to explain its' part of your cable package."
Criticism 3: "Measurement is sorely lacking."
Solution: "Our Nielsen partnership that was announced in Q4 last year is intended to specifically address these shortcomings. Viewership data will flow in to the Digital Content Ratings powered by Adobe and that viewer data will then be actionable in Adobe Marketing Cloud. We're really making a lot of progress."
Beet.TV interviewed Foster at the Consumer Electronics Show (CES) in Las Vegas.
Disclaimer: Beet.TV's converge of CES 2015 is sponsored by Adobe Primetime.
You can find this post on Beet.TV.