Adobe Redefines Live Television With Personalized Advertising
June 19 2017 - 9:00AM
Business Wire
Adobe Advertising Cloud Brings First-Party Audience Data to
TV Advertising
We have entered an unprecedented era of television, with more
available on more devices than ever before. Traditional TV,
over-the-top (OTT), video on demand (VOD) and connected TV apps all
compete for viewer attention – and ad dollars. However, TV ads
aren’t having the impact they once did. Less than one-third of
Americans (26 percent) believe the TV ads they see are relevant to
them, according to Adobe Digital Insights’ most recent Advertising
Report. Legacy silos – between TV and digital, data and execution,
and media planning and buying – are impeding advertisers’ efforts
to reach viewers effectively.
To address these challenges, Adobe (Nasdaq:ADBE) today announced
the launch of Adobe Advertising Cloud TV, the most widely used
solution in the industry for automated, data-driven planning and
buying of television advertising. The solution builds on
recently-acquired TubeMogul’s PTV (Programmatic TV), an
industry-leading solution first launched in 2014. The platform
enables buying of TV ads in all of its forms – including live
linear TV, addressable TV, connected TV, VOD and OTT – to reach
over 95 percent of American households.
These new Advertising Cloud capabilities include an integration
with Adobe Analytics Cloud to enable brands to use first-party
audience data – a brand’s own audience segments gleaned from
marketing and advertising efforts – to better target linear TV ads.
Marketers can also plan and buy TV ads against audiences that have
already demonstrated intent through online searches. Finally,
additional datasets from pay TV providers, MRI and TV manufacturers
boost marketers’ ability to plan, target, buy and measure discrete
audiences.
“Adobe Advertising Cloud TV is knocking down the barriers
between digital marketing and traditional TV ad buying to enable
marketers to have a single strategy that works,” said Brett Wilson,
vice president and general manager, Adobe Advertising Cloud. “Adobe
Advertising Cloud TV builds on an already industry-leading product
to enable new firsts, like the ability to use a brand’s data to
better target audiences regardless of which device a viewer happens
to be watching on.”
Adobe Advertising Cloud TV works with more broadcast and cable
networks in the industry than any other programmatic TV Ad platform
and offers access to linear and on-demand inventory from brands
like NBCUniversal, Univision, A&E Networks, Discovery
Communications and others.
“Programmatic TV has been a critical component for us as we work
with clients to apply more data to increase the effectiveness of
traditional TV buys,” said Mike Law, executive vice president and
managing director, Video Investments at Dentsu Aegis Network. “The
launch of Adobe Advertising Cloud TV enhances the back-end data
access and tool set we can use to improve efficiencies and deliver
targeted audiences at scale.”
Adobe Advertising Cloud was recognized as a leader in “The
Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017”
report, which noted that Adobe’s acquisition of TubeMogul gives
Adobe Advertising Cloud clients access to programmatic TV planning
and buying capabilities.
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. 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.
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
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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AdobeDavid Burch, 510-817-6402burch@adobe.comorJeff Fisher,
510-817-6490jfisher@adobe.com
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