Managing Dynamic Media Campaigns Just Got Easier
New automation options in Adobe Advertising Cloud help you deliver the right ads to the right customers.
by Greg Collison
posted on 09-10-2019
Let’s say you’re a retailer running a holiday campaign. You might set up five to 10 media buys, targeting people based on location, demographics like “millennial parents,” and/or behavior — such as people who shopped with you during the last holiday shopping season. You’ll likely have a hypothesis about how the campaign will perform. But, until you deploy and start tracking analytics, it’s hard to foresee performance — and, often, tough to make tweaks quickly based on those real-time results.
It’s no secret that the best digital advertising campaigns are those that use real-time data to deliver highly personalized content and can optimize to ensure they’re making the most of that data. Nothing captures a customer’s interest like an offer that addresses their specific needs, presented through a preferred channel at exactly the right moment.
Overcoming dynamic advertising hurdles
There are many challenges when it comes to managing dynamic campaigns. For one, setting up buys within an ad platform involves a lot of repetitive work, since tactics have to be configured multiple times to fit different targeting and testing criteria, as well as other variables. Additionally, the data and creative assets that fuel the campaign typically live in disparate systems, and a lot of active management has to happen once the campaign is running.
With active campaign measurement features in Adobe Advertising Cloud, advertisers can see which tactics are delivering results in real time. Whether the objective is reach, engagement, or a specific conversion metric, it’s easy to see what’s working and make adjustments to optimize your buys.
What’s new in Advertising Cloud
Anytime an advertiser has to do something over and over again, we see an opportunity to lighten that repetitive burden. That’s exactly what we’ve addressed in our latest update in Advertising Cloud. Enhancements include:
Enhanced audience selection with multivariate targeting: With Advertising Cloud, selecting your ideal audience is a more intuitive process. Marketers can target users of specific sites or apps in relevant categories — simply choose your ideal targeting mix based on a host of options — think inventory targeting based on sites, apps, and categories, for example, or based on audience segment, operating system, browser, or location drilled down to the county or zip code level. From there, it’s easy to serve your one-day-only deal to nearby residents, or promote a new addition to the App Store based on device type or OS.
Save time setting up campaigns with advertiser-level default settings: Most advertisers have default settings for specific tactics or audience attributes that don’t change from one campaign to the next. For agencies, which may be running media campaigns across dozens of clients, populating those settings for each campaign adds up to a lot of redundant work. A new feature in Advertising Cloud lets agencies save the default settings for each client, streamlining the campaign setup process.
Save and reuse targeting options with Audience Library: Given the large number of options for multivariate targeting, the possible combinations are endless. That means you can be very precise in your targeting. For a complex campaign, you might want to define a dozen or more audiences with some overlapping characteristics among them. And that usually means manual copying, pasting, and then modifying a lot of information within the ad platform.
That’s no longer necessary in Advertising Cloud, which lets you use rules to create and combine segments based on whatever traits you choose. You can also save those audiences and reuse them for future campaigns. And when you want to update your targeting parameters, you can do that at any time — even while a campaign is running — and the adjustments will apply to any campaign targeting that audience.
Expand audience capabilities with Experience Cloud audiences: In addition to using Audience Library to create and manage audiences natively within Advertising Cloud, you can also access audience features within the broader Adobe Experience Cloud ecosystem. You can create real-time audiences with specific attributes, combine segments into composite audiences — joining current and historical data — and see estimated audience sizes.
That last piece is important, since more and more brands are investing in forecasting to help set expectations of a campaign’s impact. A new forecasting feature delivers audience size estimates with rich information about the net effect of the included segments. This feature uses browser IDs and device IDs to unify data from different channels into a single profile for each individual.
Advertising Cloud customers can use these customer profiles in paid media campaigns — as well as in campaigns that are running in other Adobe Experience Cloud solutions.
Visualize insights in campaign dashboard: You’re probably already spending a lot of time in your campaign dashboard, trying to understand the overall return on ad spend and looking for the high and low performers among the individual ads. Advertising Cloud gives customers a powerful visualization layer, enabling you to see data in numbers, charts, and graphs. You can create and share new views, expand, filter, and search data tables or search and filter against custom APIs. Having this data at your fingertips, in an easy-to-consume format, will help you make quick decisions to optimize your campaigns.
To create superior advertising experiences that work for your customers and your business, make sure you’re using all the new features in Advertising Cloud. Talk to your account team — they’ll confirm you’re using the right version or show you how to opt in to the latest update.
To learn more about how Adobe Advertising Cloud unifies and automates across all media platforms and screens for better data-driven experiences, click here.
Dive deeper into how AI scales planning, performance, and personalized creative with An Advertiser’s Guide to Higher Return on Ad Spend.
Topics: Digital Transformation, Advertising
Products: Advertising Cloud