Marketers, Multi-screen & Monetization
by Adobe Communications Team
posted on 12-14-2016
We’re increasingly watching our favorite TV shows where, when, and how we want. It’s a pretty nice development for TV fans, but this shift in viewing patterns challenges advertisers to engage audiences across devices and platforms.
Today we announced our 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.”
To find out more about TVMM, read the Adobe Primetime blog.
Topics: Media & Entertainment, News
Products: Experience Cloud