Adobe Aims for Dynamically Personalized Audio Ads with New Partnership
Adobe Advertising Cloud partners with data-driven audio marketing leader, a million ads, to help brands tap into the growing power of digital audio.
by Justin Merickel
posted on 10-22-2018
Despite the massive growth of digital audio, with advertising revenue in the space reaching $1.6 billion in 2017, advertisers continue to struggle to make an impact with new targeting techniques. To help brands navigate these important, underutilized channels, Adobe Advertising Cloud, part of Adobe Experience Cloud, is partnering with A Million Ads, a global leader in data-driven audio marketing.
Brands understand the importance of emotional connections and know that in a busy, noisy world, it’s best to communicate with consumers in a personal way without being intrusive. Adding higher-level capabilities like dynamic creative and real-time user data can helprketers create and deliver context-aware, targeted audio ads that have greater standout, higher recall and better engagement — vital requirements when trying to reach people who no longer listen to the radio and instead focus time across a multitude of streaming audio platforms.
To ensure marketers have all of the right tools, Adobe Advertising Cloud and A Million Ads, are partnering to expand the ways advertisers target and capture the attention of key audiences with personalized, data-driven audio ads. Through A Million Ads’ sophisticated technology, advertisers have insights into a user’s location, time, weather and device. With access to this data, advertisers can combine their targeted messages and determine the best sequence of hearing an ad.
“Data-driven audio marketing has delivered significant impact for us, specifically with student markets,” said Jake Taylor, Digital Marketing Manager of furniture solution provider, CORT. The ability to hyper-personalize messaging and target audio ads to key listeners has already driven fantastic results for us. That’s why we are extremely excited about the partnership between Adobe Advertising Cloud and A Million Ads – as the expanded capabilities will help us both better target our valued audiences and stretch our campaign dollars.”
Steve Dunlop, Founder and CEO of A Million Ads said, “Audio is the hottest channel is advertising right now and we provide the tools that advertisers need to reach consumers with more relevant and personalised content than ever before. Partnering with Adobe gives us the opportunity to ensure consumers across podcasts, online radio and music streaming platforms are being served with better quality, less invasive and more relevant advertising.”
“Customers have really resonated with the opportunity to expand dynamic creative efforts in audio marketing from the performance world to the branding world – in an effort to achieve branding KPIs,” said Justin Merickel, Vice President of Adobe Advertising Cloud. ‘Audio, Video and branding efforts need just as much hyper- personalization in this noisy world as Direct Response campaigns.
“Instead of showing the same ad across platforms and devices, advertisers need to actually create a story for their customers. Many marketers struggle to use the right technology to create truly creative, customized ads. We’re giving the right tools for brands to strategize and be able to engage with people with the right content at any given moment and on any device.”
Adobe Ad Cloud customers can immediately start using the power of A Million Ads, more info found here.
About Adobe Advertising Cloud
Adobe Advertising Cloud is the industry’s first end-to-end, independent platform for managing advertising across traditional TV and digital formats. By focusing on brand safety, improving transparency and leveraging the full power of Adobe Creative Cloud and Adobe Experience Cloud, our platform enables advertisers to gain greater control of their global advertising spend and achieve their business objectives. The platform already manages roughly $3 billion in annualized ad spend on behalf of more than 1,000 global clients, including Allstate, Ford, Heineken, L’Oréal, MGM, Southwest Airlines and Wells Fargo.
About A Million Ads
A Million Ads personalises digital audio advertising. Think music streaming ads that know what city you are in, or radio ads on your smart speaker that know if it’s raining outside. Our ads are more context aware and relevant to the listener, and so perform a lot better. We have delivered over 180 campaigns across Europe for brands including Sky, BMW, British Airways, Deliveroo, Carphone Warehouse, Virgin Atlantic and Nissan, are working with five out of the six major advertising agencies and have partnerships with all the major music streaming, internet radio and podcasting services around the world.
We exist to make ads that you love. We do that by combining creativity in the production process with a tech platform that, powered by data, delivers the best ad at the right time for each user.
Today we deploy our personalisation engine across digital audio and we are now extending that capability across many other channels, starting with video.
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
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Products: Advertising Cloud