DMI: Jim Guerard, Adobe

9:53 – Jim onstage. Presentation is “The Six Secrets of Successful Rich Media.”

9:54 – Adobe has had a huge year for Flash video. The “petabyte per month” measure has grown 10x year-over-year. 80% of all online video in the world is now in encoded Flash.

9:55 – Adobe continues to see rapid growth in rich media video. Curious about economy, but Adobe met with studios earlier this week and they are cautiously optimistic. When people don’t travel, they stay home. Healthy possibilities for the industry.

9:56 – Reality is that our challenge is to increase viewership and CPMs. Online video businesses today typically only 5% of revenue of big media companies. Industry has to make this industry healthy, profitable, and sustainable.

9:57 – Went to buy PC with college-bound daughter and friends. Asked them what will you primarily use it for – “TV and music.” None planned to have a TV or stereo – PC would be primary entertainment source.

10:00 – Secret # 6 – Wall-less Garden. We must grow the overall pie to make the industry healthy. Scary when we have technology companies trying to drive their own proprietary solutions or get between the content creator and the consumer. They should not get in the middle of that or dictate the business terms.

10:01 – Secret #5 – Creating Engaging Experiences. WOrking with leading designers to create powerful experiences for small screen, then scale up as you move to bigger screen by adding elements. Shoudn’t cram big screen experience into the small screen.

10:03 – Secret #4 – Embrace open standards.

10:05 – Secret #3 – Be everywhere. Web video is beyond the browser.

10:08 – Secret #2 – You can’t watch it if you can’t find it. Meta data – Adobe workign with BBC on better search, management, linking, tagging of content. Relating content to one another.

10:09 – Secret #1 – The revolution will be monetized. Rights management efficiencies are a great opportunity. Used to be content is king, but the reality is conTEXT is king. Need better analytics to understand behavior while respecting people’s privacy. Drives better CPMs and discovery, leads to better monetization.

10:11 – DEMO! Speech-to-text function in Adobe CS4. Edited with Premier – got the meta data and trascript. Free text search for any phrase in transcript, and the Flash player instantly moves to that point in the video. New cameras now creating more metadata – like GPS data – right in the raw video file.

10:12 – Metadata and context opens up new ways to monetize – if you have location metadata you could, for example, sell advertising related to that location, or trips to that location.

10:15 – DEMO! 3-D in new Flash Player 10. Showing 3-D cloth flapping in wind reacting to real-world physics, right inside a browser. Cool. Now showing movement around a 3-D virtual world.

10:17 – DEMO! Real time visual effects for images and video. Showing a fisheye effect applied in real-time to moving video, then to an image of a turtle.

10:20 – DEMO! BBC iPlayer. Example of how to create a universe of content and send it to multiple screens.

10:22 – More interactive gaming, from around the world. Smart Car website, Japanese virtual pop-up book. Ways for advertisers to engage with their audiences in more meaningful ways.

10:24 – Adobe Air application – working with The Sun (UK). Desktop Keeley application – Widget featuring a Page 3 girl that delivers RSS feeds, pics, etc., to your desktop. (See here).

10:27 – Q+A Session.

10:27 – What is the development time for FMS 3.5? Jim – we are in beta, working closely with CDN partners, finalized end of year, rolling out early next year. Mike Gordon says Limelight is just starting to accept customers for their beta.

10:29 – Key features of FMS 3.5 Multibitrate/dynamic streaming, and DVR capabilities in live video streams.

10:30 – What is the category that is actually profitable?

10:31 – Jim: Traditional broadcast is the most profitable today within the big media companies. Online businesses still coming of age.

10:32 – Any cost effective way to get access to Adobe tools so children can get access at an early age?

10:33 – Deep educational discounts, work with nonprofits.

10:34 – Thanks, Jim.

Tags: DM Innovation Forum

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