Adobe Advertising Cloud Overview · Adobe Advertising Cloud Overview Keith Eadie | VP, Revenue and Partnerships, Advertising Cloud

Adobe Advertising Cloud OverviewKeith Eadie | VP, Revenue and Partnerships, Advertising Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

More Fragmentation in Last 10 Years than Last 50

1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020

VCR

Cable

DBSSatellite

DVRHD DVD Blu-Ray

Satellite Radio

Time-shifted Viewing

7th Gen Game Console

Broadband

HDTV

VOD

Smartphone

TV SkinnyBundles

What’s Next?

Streaming Radio8th Gen Game Console

1965

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

Catching up to TV

TV Digital

Q42015

31.1285.17

Q12016

50.3086.51

Q22016

54.4490.02

Q32016

62.2890.16

Q42016

69.1581.18

VS.

Monthly Time Spent on Digital Media

Source: Australian Multi-Screen Report Q4 2016 – Regional TAM, Oztam, Nielsen


Fragmented Planning, Buying, Measurement & Optimisation

Legacy media buying process creates confusion, unnecessary expense and inefficiency for advertisers


Software is Eating Media Buying

Automation

Majority of advertising will be transacted through

software

Granular targeting expanding from digital to

television

Addressability

Large brands are driving the selection of their own advertising tech

stacks

Brand Involvement

Shift from best of breed to single platform for all

media channels

Consolidation


What are Brands Seeking in an Advertising Software Platform?

Better leverage 1st, 2nd

and 3rd party data

Doing more with less

More accountability for advertising strategies

Single, Seamless platform for media buying VIDEO NATIVE SOCIAL

DISPLAY & DCO SEARCH

Unified Buying, Reporting, Optimisation and Billing across Channels and Formats


Create compelling and personalised experiences

AudienceUnderstand and adapt to the right person, right place, right time

Media Deliver great experiences across every touchpoint

Creative

Experience Cloud



A D V E R T I S I N G A T

Search | Single DSP | Creative

Adobe


A Complementary Omni-Channel Union: Performance + Branding

10

Advertiser

Video

Social

Search

Display

Drive Actions & Conversions

ADOBE

Brand Lift, Transparency &

Favourability

TubeMogul


A Full Funnel Approach

11

Advertising Channels

AWARENESS

CONVERSION

CONSIDERATION

VIDEO

SOCIAL

NATIVE

DISPLAY & DCO

SEARCH


All Screens, All Formats

12

Advertiser ConsumerScreens Formats

Desktop

TV

Mobile

Connected TV

Digital Out of Home

OTT

Video

Native

Audio

Search

Display

Social

Linear TV

Addressable TV VOD


Complete Media Investment Platform

Largest buyer across all top open exchanges

globally

OPEN EXCHANGE

Single-click access to curated deals from 100+

premium digital publishers and TV broadcasters

ONDEMAND

Streamlined ad serving and RTB-powered

decisioning for publisher-direct deals

PRIVATEDEALS

Approved marketing partner for buying on major social networks

SOCIAL

Direct API access to top search engines across the world

SEARCH


Deep Integration with Adobe Analytics Cloud

Data Management Media Activation Measurement

+

Creative

Audience expansion and activation across solutionsPEOPLE CORE SERVICES


Seamless Application of Data Across All Screens and Formats

15

Adobe Audience Manager

Real-time sync with Audience Manager Enables 90%+ Match Rates with Adobe Advertising Cloud

Other DSPs20-30% of customer targeting data goes to waste

Adobe Advertising Cloud

Less than 10% customer targeting opportunity loss


Adobe AdvertisingComprehensive software solution for brands and agencies to plan, buy, measure and optimise global cross-channel advertising

End-to-End Media Investment Platform

All Screens, All Formats

Independence

Performance Without Compromise

Industry-LeadingTraining & Support

Identity at the Core

Documents

Adobe Advertising Cloud Overview · Adobe Advertising Cloud Overview Keith Eadie | VP, Revenue and Partnerships, Advertising Cloud