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Jennifer Cooper of Adobe Explains the 4 Ps of Digital Television and OTT Video

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Jennifer Cooper spoke at the Adobe Summit marketing conference concluding today in Salt Lake City, Utah, and she was talking to a roomful of television executives. The name of her session was ” Show Me the Money! Growing Revenues and Audiences Through the Digital Transformation Overtaking the Media and Entertainment Industry.”

There are friction points in the marketplace, Cooper said. There’s a fragmentation of devices, and a shortening of attention spans. Business models are changing. Data and measurement will help broadcasters succeed, she said. That and remembering the 4 Ps of future media:

  • Push/Pull: Broadcasters need to push their content to every screen, so that viewers can pull what they want easily.
  • Personalization: Serving targeted content is the future, Cooper noted.
  • Portability: Over-the-top streaming to every device must be a priority now.

To help traditional broadcasters & VoD platforms understand their audience better, Adobe has partnered with Nielsen to provide a Digital Content Rating system.
Read the entire story here.

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