Advertisers face financial implications as 2014 sees the transformation from prime time to ‘anytime’ video consumption, Bill Rinehart says.

The founder and chief executive of Unicorn Media – sold last month to Brightcove – says advertising is likely to remain the main form of monetisation, despite the emergence of multiple publishing formats.

Rinehart – one of several members of the Unicorn members of the leadership team joining Brightcove – has been appointed senior vice president, market development for media.

The focus here is growing demand for cloud video ad insertion and video stream stitching technology. Its technology is being used by a number of top media companies including ESPN, NBC News Digital and The Weather Channel.

Brightcove chief executive David Mendels says Unicorn has been “incredibly innovative and prolific” in these and related areas. Unicorn’s Once product line continues as standalone products with plans to integrate its technologies with future versions of Brightcove’s Video Cloud and Zencoder products, and later, other products.

Former Unicorn business and corporate development senior vice president Anil Jain now heads a new media group at Brightcove.

Chief marketing officer Jeff Whatcott says the moves accompany the ‘third age’ of the evolution of television to a ‘digital first’ focus. “Cloud software breakthroughs make it possible to connect directly with consumers and deliver personalised content and advertising in a one-to-one fashion,” he says. “Consumers get the premium content they want, when they want it; broadcasters are able to deliver more value by offering a more targeted and engaged audience.”