Once controversial, the adoption of automated, data-driven buying of advertising is now so mainstream it is often taken for granted. Over 70 percent of digital video ad budgets and over 80 percent of display ads are forecasted to be bought through automated channels this year. Traditional TV advertising bought through automated software is expected to eclipse $3 billion in 2017, and double in 2018 to $6 billion.
Given the rapid rate of change, the skillsets required for modern media planning, buying and execution are much different today than they were even five years ago. Even creative jobs — traditionally the bastion of designers and art directors — are becoming more data-driven according to Adobe Digital Insight’s latest Advertising Report, which found that nearly one-third (32 percent) of creative job listings require data and technology skills.
As a result, it’s becoming mission-critical for marketers to adapt, train, and cultivate the next generation of advertising talent — particularly as industry hiring is expected to outpace the labor market overall. Every role — from CEO down to an entry-level media planner — now demands new expertise, and marketers need a partner that is committed to helping them succeed in a fluid industry.
To that end, Adobe Advertising Cloud is proud today to announce the launch of Adobe Advertising Academy.
Adobe Advertising Academy is an immersive, free training program that provides marketers with both certified technical training as well as a broader strategic understanding of industry developments and current events that are necessary to excel in today’s evolving market.
Adobe Advertising Academy pushes the boundaries of traditional, platform-specific training programs by utilizing insights from all of Adobe. New courses on creative strategy, sophisticated ROI analysis, hiring and presentation skills are designed to arm marketers to succeed in a broader context.
Adobe Advertising Academy is associated with Adobe Digital Learning Services, Experience Cloud learning programs. Adobe Advertising Academy builds on an earlier, award-winning program launched at TubeMogul, which Adobe acquired in December of 2016. At launch, Adobe Advertising Academy has already trained over 1,000 marketers across North America, EMEA and APAC including Adidas, BRP, Clorox, Heineken, L’Oréal and Walmart.
Clients that successfully completed Adobe Advertising Academy’s inaugural session include Diageo, The Prosper Group and Universal Music Group.
“While we’re incredibly proud of our industry-leading platform, we’re even more proud of our client services and learning and development teams that have armed our clients with the knowledge they need to succeed,” said Brett Wilson, VP, GM of Adobe Advertising Cloud. “Adobe Advertising Academy builds on that legacy by offering a rigorous program taught by experts covering the whole industry — all in a setting that encourages sharing best-practices with industry peers.”
“Adobe Advertising Academy is the gold standard in digital marketing education programs,” said Andrew Finnan, director of accounts, The Prosper Group. “The overview of current market trends and the ability to network with other leading advertisers yielded valuable insights that will drive real results for our clients.”
Enrollment in Adobe Advertising Academy will be included in the new client activation process at no additional cost for qualified customers. In addition to the hands-on product training and industry overview, Adobe Advertising Academy’s other new curriculum includes:
Post-graduation, Adobe Advertising Academy also offers opportunities for continued enrichment. These include:
Michelle Chen is Head of Training, Adobe Advertising CloudRead More
Native integration with Adobe Analytics Cloud enables audience-based linear TV planning and buying with first-party data.
For the better half of a century, both advertisers and broadcasters alike enjoyed the security of knowing that TV was the unquestioned champion of media, the most effective and reliable way to deliver a message to millions.
But the rapid fragmentation in consumer attention — accelerated by the spread of high-speed broadband internet, smartphones and social media — means that TV advertising isn’t as effective as it once was. A typical buy achieving 200 gross rating points (GRPs) reaches 25 percent fewer people today than it would 20 years ago. This reach atrophy – combined with the efficiencies gained from leveraging data to amplify effectiveness across digital channels – has left traditional TV buyers looking for a way to regain their lost reach, and do it in a way that goes beyond basic age and gender demographics.
Which is exactly why Adobe Advertising Cloud, part of the new Adobe Experience Cloud, is thrilled to announce the launch of Adobe Advertising Cloud TV, the industry’s first automated software for linear television ad buying that incorporates first-party data.
“Adobe Advertising Cloud TV is leading the charge for more automation and data-driven targeting in traditional TV advertising,” said Brett Wilson, vice president and general manager, Adobe Advertising Cloud. “This solution builds on TubeMogul’s legacy product with new firsts, including a native integration with Adobe Analytics Cloud for targeting using a brand’s first-party data and cross-screen capabilities that bridge the gap between TV and digital formats.”
The ability to use data to reach a strategic audience — mothers who are in market for an automobile as opposed to Females 25-49, for example — has been a hallmark of data-driven television for years. Now, powered by Adobe Advertising Cloud’s seamless integration with Adobe Analytics Cloud, marketers can finally use their own first-party data segments to inform strategic targeting across linear television. And thanks to Adobe Advertising Cloud Search — Advertising Cloud’s search advertising solution — marketers can now plan and buy linear TV against audience segments that have already demonstrated intent through online searches.
Any marketer can plug their own data into Advertising Cloud’s demand-side platform; advertisers do not need to be pre-existing Analytics Cloud clients in order to use their digital first-party data for traditional TV. Advertising Cloud’s open approach means marketers can activate data from any DMP, and even more importantly, take those learnings with them post-campaign.
No first-party data? No problem! Adobe’s data-driven approach to TV buying means advertisers can easily determine whether a past or present TV buy is effective and whether a new approach is needed to reach a specific audience. Notably, Advertising Cloud’s exclusive access to TV manufacturer data provides minute-by-minute insights as to what content a viewer is consuming on their TV, enabling marketers to index consumers based on their viewing history and build a TV plan to reach that audience. This data is collected in a privacy-safe manner from consumers that have opted-in to an enhanced advertising experience.
But our data offering goes well beyond just TV manufacturer data. Our extensive data partnerships are seamlessly integrated into Advertising Cloud TV, providing advertisers with access to:
The solution seems perfectly timed: Programmatic TV advertising is forecasted to grow 206 percent this year, eclipsing $2.16 billion, and double in 2018 to $4.4 billion. As investment expands and new entrants make the space more competitive, what separates Advertising Cloud TV from the pack?
“Not only is Advertising Cloud TV the most comprehensive platform available, but our unique position as an independent technology provider is conquering barriers to scale the market opportunity,” said Brett Wilson, VP and GM of Adobe Advertising Cloud. “The fact that we don’t own or markup media means that we’re not out there competing for upfront dollars or steering spend toward preferred partners. That earns trust, both on the supply-side in gaining access to exclusive inventory from TV networks and on the buy-side by offering advertisers a platform aligned with their incentives.”
Clients are similarly upbeat. “With TV playing a significant role in Sparkling Ice’s media mix this year, as seen in our recent integrated marketing campaign Be Not Bland™, we wanted to leverage a platform that would help us navigate through the noise and get smarter with our offline strategy,” says Brian Kuz, Chief Marketing Officer of Talking Rain. “Adobe Advertising Cloud TV best positioned us for success by targeting our mass audience efficiently and effectively, while giving us the capability to measure and optimize our first national TV campaign.”
Brought to you from Adobe Experience Cloud’s Facebook page, watch Phil Cowlishaw, Head of Special Operations Consulting, Adobe Advertising Cloud, discuss Advertising Cloud TV and the benefits for marketers.
Brett Wilson is GM & VP, Adobe Advertising Cloud
The post Adobe Launches Adobe Advertising Cloud TV for Personalized TV Advertising appeared first on Digital Marketing Blog by Adobe.Read More
Marketing is no longer about brand awareness, it’s about brand purpose. We have gone from telling consumers what we think they need, to them telling us exactly what they want, and when, where, and how they want it. And what they want, are amazing experiences that close the gap between people and the things they want to do and the people they want to be with. Makes them feel something. Perhaps feel a little special.
Leading analyst firm Forrester recently released their report, The Forrester Wave™: Real-Time Interaction Management, Q2 2017, in which, Adobe is positioned as a leader, Forrester says:
Orchestrating the appropriate experience during customer-initiated interactions creates value exchanges often lacking in marketing-driven campaigns. But the two are deeply entwined. B2C marketers must align next-best-action capabilities for inbound channels with highly personalized outbound communications to deliver deeper levels of engagement throughout the customer life cycle. RTIM enables this alignment by integrating systems of insight (customer data and analytics) with systems of engagement (automated content and interactions) to deliver contextually relevant marketing.
Well, that’s a mouthful, and it turns out, that is pretty much Adobe’s raison raison d’être. We exist to orchestrate amazing customer experiences. No surprise to us we are recognized as a leader.
An amazing experience can take many forms, but there are a few common elements. It’s personal. It’s consistent. It’s elegant. And it’s everywhere you are. Companies who can do this will forge stronger connections with their customers, resulting in brand loyalty and growth. A great customer experience is the differentiator that separates market leaders from the pack.
Forrester offers this advice to companies looking to become market leaders:
RTIM encompasses five functional areas — 1) cross-channel identity resolution; 2) contextual understanding; 3) decision arbitration; 4) offer orchestration; and 5) measurement and optimization — critical technologies at the core of any effective EMT (enterprise marketing technology) ecosystem.
You might call that list of capabilities serendipitous. But it’s no accident that Adobe Experience Cloud matches each one of those 5 criteria. We believe the modern Experience Business needs a modern platform — a new central nervous system for the enterprise. One that sets the standard for how creative content, customer data, and channel orchestration come together to deliver exceptional experiences. Adobe is stepping up, because we know your transformation requires more than marketing.
In naming Adobe a leader in the RTIM market, Forrester particularly called out Adobe’s integration efforts:
Adobe bridges the martech/adtech gap with channel-focused RTIM. Adobe differs from RTIM vendors with centralized real-time decision engines, as it integrates functionality from its marketing, analytics, and advertising cloud portfolios to enable RTIM on a channel-by-channel basis. Adobe’s RTIM implementations require multiple separately licensed products, depending on channel requirements, and we spoke with customer references who started with web analytics and content management before adding campaign management and advertising modules. One reference credited Adobe for doing “a really nice job of integrating its acquisitions to create a complete solution.”
This report also follows a string of recognition from analyst firms for Adobe’s capabilities to help brands become experience businesses. Adobe was recently named a leader in Gartner’s 2017 Magic Quadrant for Multichannel Campaign Management and The Forrester Wave™: Web Content Management Systems, Q1 2017.
That makes a lot of sense to us, because at Adobe we’re about helping you create and deliver amazing experiences, this time and every time. That means the right content to the right person, in the right moment. In real time. We used to call this “marketing in the last millisecond” where you have to listen, predict, assemble, and deliver the amazing experience, and do it right now. No matter when, no matter where.
Come to think of it, that’s still what we do. Marketing is hard. Adobe can help.
To learn more, download the full report The Forrester Wave™: Real-Time Interaction Management, Q2 2017.Read More
We’re proud to announce that Adobe was named a leader in “The Forrester Wave™: Data Management Platforms, Q2 2017” report published today. This marks the third consecutive DMP wave report in which Adobe Audience Manager was recognized as a leader.
The marketing landscape has evolved rapidly since the original DMP Wave was published in 2013. Consumer behavior and their expectations have shifted over the course of the past decade as the proliferations of media channels, mobile devices, smart home systems, and VR sets indicate. In this connected world, it’s become critical that brands and publishers understand their customer and deliver delightful experiences at every turn.
At it’s heart, Adobe Audience Manager, Adobe’s DMP, has led the way for marketers to adapt to this new paradigm. The DMP has evolved from powering audience-based experiences in programmatic platforms, to becoming the hub of customer intelligence and audience activation for enterprises around the globe.
As noted in “The Forrester Wave™: Data Management Platforms, Q2 2017” report: “Adobe is a smart choice for marketers focused on extending control across channels…….Adobe was a DMP Forrester Wave leader in 2013 and 2015, and continues to set the pace in this Forrester Wave. More than 84% of its customers appreciated Adobe’s professional services, segment creation and management capabilities, data security and leakage prevention, custom report creation, and user privacy capabilities.”
We believe that our role at Adobe is to empower marketers across industries to thrive as experience driven businesses, by providing best in class solutions coupled with powerful integrations across our technology stack. It’s with pride that we see Forrester recognize Adobe Audience Manager with scores of 5 out of 5 in 27 criteria including: Data ingestion, sync prioritization, and syndication, data analysis, and corporate strategy.
We’re honored to receive this recognition and see it as further validation of our strategy — to enable our customers to become experience businesses with the help of Adobe Audience Manager. Learn more by reading our press release.
The post Adobe Named a Leader in the Forrester Wave Report on Data Management Platforms (DMP) appeared first on Digital Marketing Blog by Adobe.Read More
More and more often, we hear marketers who work with multiple advertising-technology vendors, complaining about how difficult it is for them to reconcile disparate platforms and efficiently manage their ad-spend across channels. According to the latest Adobe Digital Insights (ADI) “Digital Advertising Report 2017,” 41 percent of marketers work with three or more media-buying platforms, three or more media-planning platforms, and three or more analytics platforms. All these platforms make it operationally challenging for advertisers to manage their audiences’ reaches, de-duplicate conversions in reporting, and efficiently plan their ad budgets across channels and devices.
Many advertisers are realizing that they need fully integrated, cross-channel, media-buying platforms as part of their ad-tech stacks — one platform to rule them all, with unparalleled access to all paid advertising channels.
Adobe Advertising Cloud — One Platform to Rule Them All.
Adobe Advertising Cloud is the first independent, end-to-end platform that unifies lower-funnel performance tactics, such as search and display, with upper-funnel brand tactics like video and TV.
Combining the capabilities of Adobe Media Optimizer with those of recently acquired TubeMogul — a leader in “The Forrester Wave™: Video Advertising Demand-Side Platforms, Q4 2015 Report” — Adobe Advertising Cloud was named a leader in “The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017 Report,” achieving the highest score possible in product strategy (5 out of 5) and the top score in digital-ecosystem footprint (4 out of 5) criteria.
The TubeMogul acquisition was pivotal in fulfilling Adobe’s vision for being the industry’s first omnichannel media-buying platform, as the report notes that “Adobe Advertising Cloud is the only vendor that has gained access to all paid advertising channels.”
Complete Integrated Stack for Delivering Ad Experiences Across Channels.
Adobe Advertising Cloud reaches audiences with dynamic creative that delivers personalized ad experiences to end users — regardless of where they consume content. The Adobe Advertising Cloud has a native integration with the Adobe Analytics Cloud, empowering marketers to activate audience segments from Adobe Audience Manager and Adobe Analytics as well as from more than 40 industry-leading, third-party data providers.
We are excited to see Adobe Advertising Cloud designated as a leader, and we believe this recognition further validates our position as the industry’s only end-to-end platform for full-funnel ad-buying.Read More
The industry characterized by constant invention, rampant competition, and rapid obsolescence cycles also leads the way in digital adoption. A report recently released by Adobe and Econsultancy reveals that, perhaps fittingly, companies in the technology industry are leaders in both becoming digital first and digital integration. The “2017 Digital Trends in Technology” report is based on a sample of over 900 respondents working in the technology sector who were among more than 14,000 digital professionals taking part in the annual Digital Trends survey.
In this report, we highlight differences between industries, specifically profiling the technology industry. More importantly, we were able to tease out some of the nuances underlying the differences in the technology industry such as the motives, dynamics, and disruptions that are driving behavior. The report offers a wealth of valuable information — not just for practitioners in the technology industry, but for anyone who deals with the technology industry. Following is a summary of some of our key findings.
Companies in the Technology Industry Are Digital Leaders.
Our research revealed that organizations in the technology sector are, in many ways, digital leaders. For example, technology organizations are nearly twice as likely as their peers to classify themselves as digital first (19 percent vs. 10 percent), putting the sector in third place (after gaming, gambling, and media) out of the 15 key sectors we analyzed. This eagerness for digital may, perhaps, be explained by the drastic changes in purchasing behaviors that have driven a shift toward hybrid, agile product offerings, and ‘as-a-service’ models of payment. This has created the need for tech organizations to foster an ongoing, high-touch relationship with their customers, which is more easily accomplished using digital technologies.
Shifting Customer Demands Mean That One Size No Longer Fits All.
The technology sector experiences rapid innovation that translates into relentless competition. As a result, companies place increased emphasis on providing value for their customers, differentiating through customer experiences. The vast majority (81 percent) of technology companies are putting customers at the heart of all their initiatives. Almost one-third (32 percent) of respondents said their highest customer experience (CX) emphases were being placed on value.
Customer journey management is the second-most-important priority for 2017. Ensuring a consistent CX is especially challenging in this industry due to the complex ecosystem of players — partners, resellers, field representatives, and others — that touch or play a role in delivering the customer experience. This challenge is being met internally through hiring skilled staff members to engineer good experiences. Encouragingly, the proportion of companies that have the CX skills they need has increased by 9 percent in the last two years.
New Technologies Will Enable New Levels of Customer Relationships.
Although differentiation is top of mind, differentiation strategies vary greatly even within the technology industry. Again, almost one-third (29 percent) of respondents plan to use product or service innovation to differentiate themselves from competitors over the next year. However, digital-first organizations are 52 percent more likely than the others to see customer experience as a key differentiator, highlighting the inseparability of digital maturity and customer experience delivery.
The Internet of Things (IoT), artificial intelligence (AI), robotics, and augmented and virtual realities have been introduced to the industry over the past couple of years but are yet to see integration into business-as-usual strategies. The technology industry is likely to be the first to see this integration, either through internal-innovation labs, collaborations with other technology providers, or even companies from other sectors. Technology respondents see this opportunity and are three times as likely as their peers in other sectors to regard the IoT as an exciting opportunity to connect with customers. Accordingly, technology respondents are also more likely to acknowledge the future potential of AI and bots.
The full report contains many more insights with much more depth and detail than can be described in a blog post. For a comprehensive discussion on all the technology-industry insights, download the full report today.Read More
Political candidates, political action committees (PACs), and issue advocacy groups are having a tougher time reaching voters because of cord cutting — the practice of bypassing cable and satellite providers and their advertisers by streaming content from the Internet. To address this challenge, BASK Digital Media uses Adobe Advertising Cloud (part of Adobe Experience Cloud) to deliver targeted video content to all channels, including smart TVs, desktop and laptop computers, and mobile devices.
Reaching Previously Inaccessible Voters With Adobe
Adobe Advertising Cloud unifies and streamlines the entire ad-planning and -buying process, enabling BASK to engage voters who were previously unreachable via traditional television advertising methods. For example, polling for a 2016 ballot initiative showed that 15 percent of persuadable voters only watched TV on the Internet — and another 8 percent didn’t watch TV at all. Adobe Advertising Cloud helped BASK reach these voters across devices and platforms with remarkable results.
Awareness of the ballot issue among cord cutters rose from 27 percent before the ad campaign to 79 percent on election day. Issue support among the same audience shifted by 33 points, effectively switching voter sentiment to favor the initiative.
The post Engaging Cord-Cutting Voters With Adobe Advertising Cloud appeared first on Digital Marketing Blog by Adobe.Read More
In every company across the globe, analysts are searching for new ways to help brands succeed in an increasingly competitive environment. As the various channels in which their audiences engage have become more complex and muddled, the amount of data that brands have access to has grown seemingly infinite. The question is no longer, “How do we obtain that data,” but rather, “What do we do with it once we have it?” The relationship between man and machine is currently being established — and from a marketing lens, brands are finally able to leverage these new opportunities to truly become Experience Businesses.
Insight That Powers Customer Experiences
At Adobe Summit, we announced Adobe Analytics Cloud — the customer-intelligence engine that powers businesses, enabling brands to move from insight to action in real time by uniquely integrating audience data across all Adobe Clouds. Built on the Adobe Cloud Platform — which provides open application programming interfaces (APIs) with Adobe I/O, a standard data model with Adobe XDM, and an artificial-intelligence framework with Adobe Sensei — brands are able to not only capture, aggregate, rationalize, and understand vast amounts of disparate data better, but also translate that data into singular customer profiles.
The Next Chapter — Virtual Analyst
Today, at Adobe Summit EMEA, we’re thrilled to bring this next chapter to life with Virtual Analyst (powered by Adobe Sensei). Virtual Analyst, the expert that never leaves the office, continuously analyzes data and uses predictive algorithms and machine learning to deliver valuable personalized alerts and insights into unknown anomalies impacting your business — telling the who, what, where, when, why, and how of your business. The combination of anomaly detection and contribution analysis allows Adobe Analytics Cloud customers to automate the most common and expensive data science workflows to identify what’s driving unusual behaviors in their data. Intelligent Alerts then becomes a key partner that proactively identifies and notifies you of those anomalies 24/7. Think of the Virtual Analyst as your data scientist companion.
While in beta, we saw customers use Virtual Analyst in incredibly valuable ways that increased revenue, provided major cost savings, mitigated risks, and more — including identifying both a bug that was auto-removing certain products from a retailer’s cart, resulting in a 73 percent increase in cart removals; and a customer that prematurely ended a campaign, costing the brand $1.7 million each day.
New Content Packs for Power BI
Building onto the partnership between Adobe and Microsoft Power BI — a combined effort to integrate Adobe Analytics with additional data sources — today, we’re also introducing new content packs for Microsoft Power BI, including:
Ushering in a New Era
With the massive amount of data available right at our fingertips, now is the time for brands to make sure they fully understand the behaviors that clearly drive their bottom lines. Powered by Adobe Sensei, Virtual Analyst ushers in a new era — uniting human and machine to uncover secrets buried deep within customer data.
The post The Next Chapter: Virtual Analyst Powered by Adobe Sensei appeared first on Digital Marketing Blog by Adobe.Read More
Customer-experience technology is highly fragmented, and companies are looking for ways to bring all their different technologies together in one location. That’s why, just over one year ago, Adobe announced the Adobe Exchange partner program for Adobe Experience Cloud. The Adobe Exchange partner program is designed to cultivate and drive innovation with our ever-expanding ecosystem of independent software vendors (ISVs) and data partners — giving them the tools to build and market their integrations. Customers can then easily implement these integrations to increase the functionality of their Adobe solutions and create better customer experiences.
Today at Summit EMEA, we’re introducing new capabilities within our Adobe Exchange partner program that will not only help partners maximize their efforts, but also create better experiences for our tech-partner community.
New Adobe Exchange Program Website
We’re unveiling a new and improved Adobe Exchange partner program website for Adobe Experience Cloud — complete with content that caters to the needs of ISVs. This new website gives our partners access to the information and resources they need to build and go to market around integrated solutions. In addition to details on how to join the program, new features include a news section (to keep our community up to date), a program-benefits page, and additional resources that will provide partners with the technical integration details needed to ensure the highest-quality integrations.
New Adobe Exchange Marketplace
An updated version of our Adobe Exchange marketplace — Adobe’s cross-cloud marketplace for third-party integrations, applications, and solutions — will launch in August 2017. The new site will make it easy for Adobe customers to discover integrations that extend the values of their existing Adobe investments. Updates to the Adobe Exchange marketplace include:
Partners will have the opportunity to start creating content for their listings after Summit EMEA.
How to Get Started
Existing Adobe Exchange Partners:
ISV and Data Partners Who Want to Join the Adobe Exchange Partner Program:
If you’re interested in becoming a Business or Premier Partner, please contact Bryson Webster at firstname.lastname@example.org.
We recognize the value that every technology and data partner brings to Adobe. We appreciate and thank our partners for their investments and commitments to Adobe — helping us enable brands to deliver effective and delightful experiences to their customers. As consumer expectations continue to grow, so does our need to innovate and build against those expectations. The Adobe Exchange partner program is an integral part of Adobe’s vision to meet the future needs of consumers everywhere.
For any questions about the Adobe Exchange partner program, please contact us at ExchangeXCprogram@adobe.com.Read More
“Have you ever clicked your mouse right here? You will.” ~ AT&T, 1994
AT&T could not possibly have known the revolution that would transpire as a result of these two simple sentences — widely regarded as the Internet’s first display ad — nor just how prophetic their inaugural copy would prove to be. Nearly 25 years later, the display-advertising market is estimated to exceed $40 billion, 78 percent of which is expected to be bought through software. Despite all the innovation in design and delivery, display ads remain a tried-and-true solution for driving consumers to take action at massive scale.
With a seemingly endless supply and myriad formats, marketers might be forgiven for thinking that display-advertising platforms are all the same. Adobe Advertising Cloud is the first independent, end-to-end platform to not only unify lower-funnel performance tactics (like search and display) with upper-funnel brand tactics (like video and TV), but also offer comprehensive reach and frequency management — at impressive scale — with complete transparency and media-quality protections.
Maximize Reach to Your Most Valuable Audiences.
According to the latest State of Advertising report by Adobe Digital Insights, 41 percent of marketers work with three or more media-buying platforms, 40 percent work with three or more media-planning platforms, and 44 percent work with three or more analytics platforms. All these platforms mean that marketers have a very tough time managing reach (i.e., total number of unique individuals exposed to an ad), frequency (i.e., total number of ads an individual views within a given timeframe), and de-duplicated conversions (to accurately measure performance) across their entire media buy, because it’s operationally complex to reconcile reporting from multiple sources. Adobe Advertising Cloud has aggregated the inventories of all major display-inventory providers in one location, giving marketers a single platform through which they can efficiently manage their display campaigns.
Marketers achieve strong performances by reaching high-value audiences at scale. These audiences may include prospects who have either abandoned the buying process or visited product pages or in-market shoppers who have otherwise demonstrated intent. To ensure marketers reach the right audiences, Adobe’s demand-side platform (DSP) is integrated with Adobe Analytics Cloud’s data-management and analytics platform (for audience-segment targeting) as well as 40+ industry-leading, third-party data providers.
This integration is particularly valuable for retargeting — an evergreen, or ‘always-on,’ tactic for many advertisers because these audience segments are the low-hanging fruit that consistently drive strong performances. These users have shown high interest in the advertiser’s brand and demonstrated intent through their actions on the site (abandoning shopping carts, visiting specific product pages, etc.). For most advertisers, however, these coveted high-performing audience segments can never be too big, nor could they have too many. Adobe Advertising Cloud has seen 90+ percent match rates for first-party audiences ported from the Adobe Analytics Cloud into the Advertising Cloud DSP, resulting in higher audience reach for an advertiser’s most valuable audiences.
Upgraded Algorithms and Lookalike Models Drive Performance and Awareness at Scale.
Of course, the best reach and frequency controls in the world won’t do any good without a lot of inventory from which to choose. Adobe Advertising Cloud has made big investments in scaling display — including a four-time increase in bidding scale (queries per second) and the addition of four new ad-exchange integrations just in the last few months — meaning more conversions, more leads, more sales, and more revenue.
With so much inventory, it can be tough to continue juggling all the moving parts. Fortunately, we have machines to do the heavy lifting. Adobe’s real-time performance algorithms consider various dimensions and data — such as audience, inventory quality, recency, pacing, and targeting — to determine the right bid amount to achieve the desired outcome. The algorithm not only optimizes to your primary goal (viewable impressions, conversions, or clicks) and performance metric (viewable cost per thousand impressions, cost per click, or cost per action), but also offers additional filters to target sites expected to achieve strong viewability and click-through rates.
But, algorithms do more than just find performance; they can also locate people who share similar traits with a given target segment, effectively extending your audience footprint. Powerful lookalike models based on your best-performing audiences are driven by unique Adobe algorithms and data. Simply select your high-value audience segment, build a model to identify similarities between these users and new users, and target the new lookalike segment to extend reach and drive conversions.
“We are now more efficient, effective and overall we have delivered 30 percent more revenue to the bottom line with Adobe.” ~ Megan Estrada, vice president of Media, MGM Resorts International, Adobe Advertising Summit 2017
Receive Complete Transparency and Visibility Into Digital Advertising Buys.
The recently launched Adobe Advertising Cloud unifies the deep investment in performance algorithms and optimization with a long-standing focus on brand safety and media quality. In today’s media environment, this focus on quality is more important than ever before. According to the Digital Advertising Report 2017 by Adobe Digital Insights, 58 percent of marketers report that their concerns about digital ad fraud have increased in comparison to 2016, and 50 percent of the media buyers surveyed identified “media quality” as the biggest challenge facing the industry.
Industry-leading fraud and brand-safety protections help drive better performances for advertisers. Adobe takes an aggressive approach to detecting fraudulent inventory, resulting in a 1.5 percent fraud rate versus an 11 percent industry average. Our Non-Human Traffic (NHT) Credit Program automatically refunds clients for impressions that WhiteOps — a leading third-party verification service — identifies as suspicious or fraudulent. Our media-quality suite is 100 percent transparent — we take a multifaceted approach to ensure advertisers have access to the best media placement.
In addition to our NHT Credit Program, Adobe Media Optimizer DSP — part of the Adobe Advertising Cloud — provides customers with proprietary brand-safety features, including automated tools to prevent ads from appearing alongside objectionable content and a manual site-screening process performed by a team of quality-assurance specialists.
The full set of preventive measures that Adobe provides for its customers includes:
The best part is that these features — as well as other brand-safety technology integrations — are available to Advertising Cloud Clients at no cost through the end of June 2017. The technology is available on Adobe Advertising Cloud’s DSP across desktop video and display inventory.
About Adobe Advertising Cloud
Adobe Advertising Cloud — which launched at Adobe Summit last month — is the industry’s first end-to-end platform for managing advertising across traditional TV and digital formats. The platform already manages roughly $3.5 billion in annualized ad spend on behalf of more than 1,000 global clients, including Allstate, Ford, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, MGM, Nickelodeon, and Southwest Airlines.
Learn more about Adobe Advertising Cloud.
The post Performance Without Compromise: Display Advertising With Adobe Advertising Cloud appeared first on Digital Marketing Blog by Adobe.Read More