Adobe (NASDAQ:ADBE) has set its sights on the online social media space in recent times with the launch of Adobe Social, its social media creation and monitoring service. It has also integrated Adobe AdLens with Adobe SiteCatalyst. Unlike most other ad campaign management tools which focus on a particular platform, the Adobe AdLens is a unified ad management system, which allows users to manage digital marketing efforts across search, display, and social media. Adobe SiteCatalyst is a web analytics tool that provides marketers real-time web analytics intelligence about digital strategies and marketing initiatives. This makes the combined offering a one-stop shop for digital ad management and analytics.
It has now entered into the online video ad market with Adobe MediaWeaver, its ad-insertion service. This service is integrated with Project Primetime, a video technology platform that publishes and monetizes TV content across Web-connected devices. It also introduced the Primetime Media Player, which allows TV content owners and distributors to reach audiences across web-devices. This ensures that content is immediately monetizable through ad insertion and analytics. 
Online Video Ad Market Lucrative
The U.S. online video ad market is growing at a CAGR of 35% and is likely to reach just over $9 billion by 2016. This is the space being targeted by the new service MediaWeaver. The service places ads into live, and Video-on-Demand (VoD) content and is available as in beta mode currently. It enables users to dynamically insert ads for video content in browsers and apps on any Web-connected device. Currently, Adobe has the only offering in the industry providing dynamically inserted ads and has the ability to target ads and report on audiences. These services are also integrated with Adobe SiteCatalyst, Adobe AudienceManager and Adobe Auditude, allowing for targeting, optimization and analytics.
Adobe entered the web-analytics market with the acquisition of Omniture in 2009 and we estimate that it constitutes nearly 10% of Adobe’s value. We currently have a $34 Trefis price estimate for Adobe, which is slightly above the current market price.Notes:
- Adobe Systems Incorporated : Adobe Takes Major Step to Bring Broadcast TV Online, www.4-traders.com, Nov 15, 2012 [↩]