Adobe Advertising Cloud Bolsters Cross-Screen Planner With Connected TV
by Keith Eadie
posted on 10-10-2017
Today’s media and entertainment consumers are spoiled. There is more content available on more devices than at any time in history. In the past five years, the number of new shows on online services has increased 500 percent, and the average U.S. consumer watches over five hours of content of cross-traditional TV and digital video daily. But as consumption continues to hockey stick, over-the-top (OTT) media — TV content delivered via internet connected devices — is growing significantly faster than traditional linear methods. And most of the industry would agree: Advertisers have failed to keep pace.
That’s why today, Adobe Advertising Cloud is pleased to announce several important updates to its connected TV (CTV; a subset of OTT) offering to help bridge the gap between this critically important medium and existing digital ad formats. Regardless of whether a marketer is executing a linear TV buy, a digital-only buy, or a combination of both, it is crucial for them to understand which individuals have already been reached by an ad and the frequency at which they have been exposed to the ad, so they can deliver the optimal media mix to most efficiently achieve their advertising objectives.
To solve that problem, Adobe Advertising Cloud has added connected TV advertising formats to its cross-screen planner. Built to maximize de-duplicated audience reach, the cross-screen planner can ingest a marketer’s linear TV or digital base plan to identify audiences advertisers have not already reached, and then deliver against those audiences on TV, desktop, mobile, social — and now, CTV. And because the cross-screen planner is integrated directly into Adobe Advertising Cloud’s demand-side platform, marketers can understand not only how CTV audiences are behaving, but also how it compares to other channels in terms of driving effectiveness.
Most importantly, it gives advertisers the ability to control frequency not only within connected TV, but also across all Advertising Cloud channels and devices, including desktop, mobile, social, OTT, and linear TV environments.
However, understanding audience behavior and channel effectiveness is only part of the puzzle. That’s why Adobe Advertising Cloud is also pleased to introduce audience targeting and reporting across connected TV. Advertisers can activate first- and third-party audience segments and layer on geo, demo, interest, and device targeting to reach connected TV viewers. This enables advertisers to reach precise and highly engaged audiences and understand the true value of each impression relative to their entire campaign.
For most marketers, achieving ideal reach and frequency, understanding channel effectiveness holistically, and reaching precise audiences in premium environments would represent a meaningful improvement from the status quo. But to close the loop, Adobe Advertising Cloud is introducing comprehensive conversion reporting for connected TV campaigns. By using anonymous, non-personally identifying information (PII), marketers can now understand how connected TV ads impact online and offline conversions as well as determine overall brand lift and attitudinal metrics via targeted BrandSights surveys. Adobe Advertising Cloud’s unique cross-channel attribution solution — from search to linear TV — is the first of its kind.
Brands that have successfully leveraged Adobe Advertising Cloud’s new connected TV capabilities include 3M and Allianz.
Adobe Advertising Cloud’s connected TV partners include A+E Networks, Discovery Communications, Sling TV, Vudu, and many more. Adobe Advertising Cloud’s cross-screen planning tool is available to all U.S. clients on a managed service basis. Connected TV audience targeting and conversion tracking are available to global clients on a self-serve basis and connected TV audience reporting is available to select clients in a beta opportunity. To learn more about Adobe Advertising Cloud’s CTV offering, please reach out to your local Adobe account representative.
“Connected TV has been one of the final frontiers in the digital video landscape with regards to targeting and measurement. We are pleased to work with Adobe Advertising Cloud to bring our TV Everywhere approach to advertisers. With the extension of Connected TV, Discovery enables marketers to reach audiences at scale in a premium and transparent environment,” said Greg Ashton, Director, Digital Revenue and Yield Management, Discovery Communications.
“Adobe’s audience-based approach has created an environment that improves the relationship between advertiser and viewer, delivering relevant messages to our subscribers in a holistic way that considers the entire consumer experience,” said Adam Lowy, director for Advanced TV & Digital Sales with DISH Media Sales, which oversees advertising sales for Sling TV.