Media Alert: Adobe Debuts TV Ad Planning Platform
December 14 2016 - 09:00AM
Business Wire
TV Media Management in Adobe Marketing Cloud Enables
Audience-Based Selling, Accurate Forecasting for Media
Companies
Consumers increasingly watch TV on a variety of devices. As a
result, advertisers are now challenged with having to engage
specific audiences across different devices and platforms – from
traditional broadcast TV to streaming services and TV apps – with
more relevant, personalized ads that drive ROI. While broadcast
media companies have the reach that appeals to advertisers, they
have had challenges effectively planning, measuring and monetizing
content across an increasingly fragmented landscape.
Adobe (Nasdaq:ADBE) announced today its new TV Media Management
(TVMM) platform in Adobe Primetime, enabling media sellers to
better align their interests with advertisers in a multiscreen TV
environment. While ad inventory was once sold on the basis of
programming characteristics alone, media sellers can now leverage
viewer preferences and attributes to drive true audience-based
targeting and addressability. At the same time, Adobe TVMM offers
highly accurate forecasting and planning through analytics and data
management that introduce additional variables like seasonality. If
the viewership for a show jumps for instance, this can be factored
into the ad spend and the amount of impressions advertisers can
expect.
“As viewers are changing the way they consume their favorite TV
content across screens, advertisers and media companies must find
improved ways to measure, plan and forecast their advertising in
order to maximize the value of that content,” said Jeremy Helfand,
vice president, Adobe Primetime. “Our TVMM platform capitalizes on
the rich data in Adobe Marketing Cloud, enabling media companies to
deliver great viewing experiences and letting advertisers target
granular audience segments.”
Features in Adobe TVMM
include:
- True Audience-Based Selling:
Advertisers don’t want to spend money on audiences that don’t
matter. With Adobe TVMM, media sellers can create custom audience
packages that take into consideration viewer preferences,
programming characteristics and the advertisers’ existing audience
data. If a brand wants to target millennial sports enthusiasts or
high-income earners in a specific metropolitan area for example,
they can plan and execute it easily. Advertisers will see increased
ROI, while media companies are able to charge higher rates to micro
target audiences.
- Advanced Forecasting
Capabilities: Ineffective planning has a big impact on the
bottom line when ads run against media that advertisers don’t want.
Existing models of forecasting provide low accuracy or are very
difficult to scale and integrate with new platforms. Adobe TVMM has
an industry-first forecasting engine that pulls in signals such as
seasonal fluctuations in viewership and programming schedules.
Media sellers can accurately forecast inventory against specific
audience criteria and confidently deliver on commitments to
advertisers and agencies. At the same time, Adobe TVMM requires no
change to existing ad tech infrastructure such as data collection
and storage systems.
- Reducing Media Waste: One
of the big challenges facing media sellers are delivery guarantees.
Advertisers want to ensure that their campaigns are delivered to
agreed-upon audiences and rely on audience measurement
data provided by third-party media currency providers such as
Nielsen and comScore. The audiences defined by these third parties
are often not the same as the ones defined by media companies,
leading to guesswork and poor delivery rates. Money is left on
the table as a result. Adobe TVMM addresses this issue by enabling
audience targeting that aligns closer with the media currency
providers, significantly improving on-target delivery across
platforms and limiting media waste.
Helpful Links
- Video: Mastering Addressable TV with
Adobe Primetime TV Media Management
- Blog Post: ’Tis the Season: Marketers,
Multiscreen & Monetization
- Adobe Primetime Blog
- Twitter
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2016 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/20161214005432/en/
AdobeKevin Fu, 415-832-2266kfu@adobe.comorStefan Offermann,
408-536-4023sofferma@adobe.com
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