Performance Without Compromise: Display Advertising With Adobe Advertising Cloud
by Pete Kluge
posted on 04-27-2017
“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 of 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 performance 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, the Adobe Advertising Cloud DSP 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:
- Site- and app-level screenings performed by a specialized team of experts who review quality and content, excluding any unsafe inventory (e.g., pirated content, malicious content, etc.);
- Contextual targeting that enables advertisers to target only those pages containing content that is relevant to their ads as well as exclude those containing certain topics;
- Pre-bid filtering to proactively detect objectionable content on pages and prevent ads from being delivered before the website or app loads — a crucial point because it proactively protects the brand’s image and prevents their ads from appearing alongside hateful and extremist material; and
- Third-party brand safety and fraud integrations (noted above).
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.
Topics: Advertising, News
Products: Advertising Cloud