A couple of weeks ago we launched the Adobe Media Player and to be totally honest, I’m still not how to describe it to a layperson. It’s a media player, it lets you subscribe to video content and then it will download new episodes for you so you can watch them offline if you want. I usually get a response like “so, it’s kind of like iTunes” at which point I realize getting into the guts of the media player is kind of a non-issue and I usually say “yeah, only you don’t buy anything, you just subscribe and watch.”
But Andy Plesser over at Beet.TV has a really good interview with Ashley Still about some of those guts that make AMP really interesting for me. First and foremost, it’s about being able to track video content at a very granular level. I think that’s one area where Adobe, with Flash, can really make some inroads. The way the Flash Player is set up, if you program things correctly, you can get a lot of data about what was watched, how long it was watched, and whether they clicked on any of the ads (if you show them). AMP lets you do some of that offline so you get constant tracking throughout the online/offline process.
Analytics around video is still very new, but it’s something that 1) studios are going to require as they put more content online, and 2) will help the entire ecosystem deliver more targeted, interesting ads so you not only get free content, but the ads are compelling and everyone wins. I think finding the “Google paid click” model for video is close and when we get there, I think the impact will be just as big for the web as Google’s model was.