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2013 Online Video Executive Prediction: Adobe
Jeremy Helfand, Vice President of Video Monetization of Adobe, gives his prediction for what's coming down the pipe in 2013.
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Digital video is experiencing an unprecedented outpouring of attention, innovation and creative energy. With the challenges that come with any emerging business opportunity, here are some reasons why digital video is at an inflection point and poised for extraordinary growth:

• Consumer behavior is changing in fundamental ways. Individuals are being empowered with devices, like tablets and gaming consoles, which offer the ability to more easily consume media. Over three-quarters of US adults will watch video monthly by 2014.

 Monetization possibilities are evident and evolving. In a recent survey, consumers between the ages of 15 and 24 -- tomorrow’s mainstream -- were the most likely to engage with digital video advertising, suggesting that individuals are growing increasingly comfortable with ads while watching TV on desktops and devices. 

 Professional content with engaging, TV-like ad experiences represents tremendous growth opportunity. Creating an immersive viewing experience like that of broadcast TV with finer-grained targeted appropriate to a given audience has long been a goal of premium video publishers. The creative possibilities for better digital video and mobile advertising experiences are endless, and exciting.

There is a massive opportunity in the industry and Adobe is uniquely positioned to help drive a major industry transformation. With Project Primetime, Adobe is providing the industry’s first fully integrated video technology platform that publishes and monetizes TV content across any Web-connected device. The platform tightly integrates Adobe’s video publishing, advertising and data solutions to maximize the value of content through a more meaningful audience experience and greater monetization.

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