Adobe Launches Industry’s First 100 Percent Programmatic Ad Campaign
November 13 2017 - 9:00AM
Business Wire
Adobe (Nasdaq:ADBE) today announced the launch of its global
“Experience Business” campaign, the largest cross-media ad campaign
to be implemented solely through a programmatic platform. The
campaign emphasizes Adobe’s belief that deep intelligence and
amazing design are fundamental to creating compelling experiences
that help brands stand out. Participating brands include Caesar’s
Entertainment, Carnival Corporation, Franke Group, Holland America
Line, Pandora, Princess Cruises, Sydney Opera House, UBS and
T-Mobile. The initial rollout is planned for the U.S., U.K. and
Germany starting November 13.
This press release features multimedia. View
the full release here:
http://www.businesswire.com/news/home/20171113005486/en/
(Graphic: Business Wire)
Adobe’s “Experience Business” campaign will be bought 100
percent programmatically through Adobe Advertising Cloud, part of
Adobe Experience Cloud, and will bring to bear the full power of
the industry’s most transparent, cross-channel advertising
management platform. The campaign will target C-level executives
including CMOs, CIOs, CDOs, CTOs and CXOs and will leverage
high-impact design and media formats across a diverse range of
channels. Buying methods include a combination of real-time bidding
(RTB) and non-guaranteed direct buys via On-Demand, Adobe
Advertising Cloud’s premium publisher marketplace.
Adobe will use its own Adobe Advertising Cloud’s cross-screen
planner to determine optimal media investments and Adobe
Advertising Cloud’s demand-side platform (DSP) to execute media
buys across desktop display and video, mobile display, paid social
display and video, digital out-of-home, and digital audio, as well
as programmatic, addressable and connected TV ad formats.
The campaign creative, developed jointly by Adobe’s in-house
creative team and partner agency Goodby Silverstein & Partners,
depicts seemingly everyday objects with the tagline “Make
Experience Your Business,” conveying how companies must think
beyond the products they are selling – they must provide a truly
exceptional experience around their products to really stand out.
The comprehensive campaign features a reimagined Adobe.com
experience and is the centerpiece at Adobe’s events worldwide.
“Today’s most successful brands focus their energy on delivering
a consistent, unified experience through many different channels,”
said Alex Amado, vice president, Experience Marketing, Adobe.
“We’re using this all-programmatic approach because we can now
effectively target this audience by analyzing their behaviors and
actions online to deliver a more relevant, personalized experience
across every touchpoint.”
Adobe continues to use its data solutions to find new ways to
effectively reach new audiences and measure the impact in real
time. Project Relay, for example, is Adobe’s homegrown model for
measuring how paid media moves customers toward free trials, and
then paid conversions. The project was awarded an ANA Genius Award
last month for effectively using analytics to make sense of big
data and prove the value of marketing. See more info here.
Helpful Links
- Adobe Experience Cloud press release:
http://news.adobe.com/press-release/marketing-cloud/adobe-launches-adobe-experience-cloud
- Adobe Advertising Cloud press release:
http://news.adobe.com/press-release/marketing-cloud/adobe-unveils-adobe-advertising-cloud
- Project Relay:
https://blogs.adobe.com/conversations/2017/10/adobe-takes-home-the-ana-genius-award-for-analytics-innovation.html
- “Make Experience Your Business” video
ad: https://youtu.be/Gwq9Hwtt6O4
About Adobe Experience Cloud
Adobe Experience Cloud is a comprehensive set of cloud services
designed to give enterprises everything needed to deliver
exceptional customer experiences. Comprised of Adobe Marketing
Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud,
Experience Cloud is built on the Adobe Cloud Platform and
integrated with Adobe Creative Cloud and Document Cloud. Leveraging
Adobe Sensei’s machine learning and artificial intelligence
capabilities, Adobe Experience Cloud combines world-class
solutions, a complete extensive platform, comprehensive data and
content systems, and a robust partner ecosystem that offer an
unmatched expertise in experience delivery.
About Adobe Advertising Cloud
Adobe Advertising Cloud is the industry’s first end-to-end,
independent platform for managing advertising across traditional TV
and digital formats. By focusing on brand safety, improving
transparency and leveraging the full power of Adobe Creative Cloud
and Adobe Experience Cloud, our platform enables advertisers to
gain greater control of their global advertising spend and achieve
their business objectives The platform already manages roughly $3
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.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2017 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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version on businesswire.com: http://www.businesswire.com/news/home/20171113005486/en/
AdobeStefan Offermann,
408-536-4023sofferma@adobe.comorAdobeDavid Burch,
510-817-6402burch@adobe.com
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