One Size Fits All, Not Always a Fit

by Ali Bohra

posted on 06-19-2017

With the influx of ways that consumers are viewing content and interacting with technology, marketers are in a unique place that provides both ample opportunity and challenge. Now, more than ever, there are an abundance of ways to reach the right audience. It’s clear that personalized advertising is more effective for a campaign, and while marketers are no longer having to rely on assumptions on behavior, the industry struggles with finding access to the data that will move the needle and add relevancy. Today, we take one step forward by validating reach through the integration of Adobe Analytics Could, Adobe Advertising Cloud TV, and Adobe Audience Manager, providing the first to market Data Management Platform (DMP) integration with a search engine.

The television was one of the more powerful and iconic physical elements of the 20th century, but in terms of representing TV’s heyday, the 21st century may take the cake. Quite simply, we’re in the golden age of television. Consumers can watch whatever they want, wherever they want, whenever they want. That’s where things get complicated. From live TV to video-on-demand to connected TV apps, it’s a constant struggle to figure out where a brand’s ad dollars should go.

Today, Adobe announced the launch of Adobe Advertising Cloud TV, giving brands the chance to reach over 95% of American households by enabling the buying of TV ads in all forms. As only 26% of Americans believe the TV ads they see are relevant to them, it’s increasingly important for brands to target effectively. Here, data can be a transformative force in helping brands drive decision-making that matters, and allocate marketing spend based on behavior in an increasingly fragmented landscape.

To address these challenges, today’s launch of our Advertising Cloud TV includes an integration with Adobe Analytics Cloud. An industry first, brands can use first-party audience data to better plan and buy linear TV ads with Adobe Audience Manager. Leveraging a brand’s own audience segments with insight from both marketing and advertising pushes, marketers can also purchase TV ads targeted for audiences that have already demonstrated intent through online searches. Such an approach effectively closes the gap between traditional TV and digital content. Through this integration, marketers will have access to additional datasets from the likes of pay TV providers, along with MRI and TV manufacturers, giving brands a leg up when planning, targeting, buying and measuring audiences.

We see Advertising Cloud TV as a turning point for the marketing community. As viewing habits have shifted, the ability to effectively market to audiences has diminished, resulting in rounds of inefficiency and annoyance for both brands and consumers. Here, data delivers precision at scale, creating a custom audience network that extends reach well beyond what can be achieved with traditional TV buys.

Search has moved far beyond a one-sided communication, and serves as an intelligence fabric with a goal to deliver predictive insights. In a significant step to help marketers knit together search-advertising strategies, Adobe Audience Manager is the first to market DMP integration with a search engine through Bing Ads’ custom audiences. With Adobe Audience Manager, Microsoft clients can now, for the first time, integrate their brand’s first-party data to target specific audiences using any CRM data, such as purchase history or subscription renewals. This gives clients a new level of insight into their own customers and a clear vision of the individuals behind the searches, allowing them to utilize more targeted parameters.

Adobe Audience Manager was recognized as an industry leader for the third time in a row in “The Forrester Wave: Data Management Platforms, Q2 2017,” a report by Forrester Research, Inc.

Topics: Advertising

Products: Audience Manager