Webinar: Trending Topics Shaping the Future of Advertising · Brand-Side Digital Marketing Executives Think They Will Not Need to Rely on Cookies/Probabilistic Data for Digital Marketing

© 2019 eMarketer Inc.

Webinar: Trending Topics Shaping the

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June 11, 2019

Tech-Talk Webinar

Paul Verna

Vice President of Multimedia

eMarketer

PRESENTER MODERATOR

Toccara Baker

Senior Product Marketing Manager

Adobe

Presented by

Trending Topics In Advertising

Toccara Baker | Senior Product Marketing Manager | Advertising Cloud | EMEA

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Toccara BakerSenior Product Marketing ManagerAdobe Advertising Cloud EMEA

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

Trending Topics

New Advertising Frontiers

Experience-Led Advertising

A Cookie-less World




Important Factors To Consider For Emerging Channels

Can I…target my desired audience at scale?

Will it…fit into an omnichannel strategy?

Can I…measure success against my business goals?

7


TV Audio


TV Audio

Legacy Formats with New Advertising Frontiers


TVMeasurement


TV and Digital Video Spending are Moving Towards a Likely Convergence

$70.83 $71.18 $70.47 $69.76 $69.07

$36.01

$42.58

$49.02 $53.99

$58.39

2019 2020 2021 2022 2023

TV* Digital Video**

Source: eMarketer, Feb 2019

US TV* and Digital Video** Ad Spending, 2019-2023billions


Video Delivery and Consumption is More Fragmented Than Ever

SmartTVs

Game Consoles

Platforms & Delivery

AdNetworksMVPDs

12

vMPDsStreamingServices

SVOD

Ad Supported

Streaming Devices


“In our business, once we’ve developed a metric, we tend to stick to it, no matter what. But that

inflexibility makes it difficult to future-proof the industry…it’s clear that we have to move beyond C3

and the “view” alone…”Kavita Vazirani

EVP, Strategic Insights & Analytics, NBCUniversal


TV Measurement Is Transforming

14© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.


Adobe Advertising Cloud TV

15

Software that increases the impact of TV advertising and delivers precision at scale.

Built on data and automation, we offer advertisers the ability tobring the efficiencies and accountability of digital channels to TV.Advanced

TargetingExtensive

MeasurementManagement of

Reach & FrequencyComprehensive

Inventory


AudioAdvertising Dollars


The Power of Audio


The Power of Audio

Targeting, Tracking & MeasurementListen through rates, unique users, # of listens, …

No Clutter100% SOV and subconscious interaction

Reach on Important SegmentsYoung users consume more and more digital audio

PresenceReach people at times that other media cannot


Audio is Moving Into the Programmatic Age



Funds are Shifting….Slowly

A Q1 2018 survey conducted by FreeWheel found that although 60% of agencies expected to spend a portion of their programmatic budgets audio, under 10% planned to

allocate more than 20% to programmatic audio


Streamlined Self-Serve Access to Premium Audio

Inventory

Audio with Adobe Advertising Cloud


The Three A’s of New Advertising Frontiers

AudienceA common scalable

solution to stitch data across all platforms

AddressabilityThe ability to leverage valuable data to target

households and individuals

AttributionModern measurement

metrics & solutions that matter to your business




What Are the Biggest Challenges to Your Omnichannel Strategy?

24

3.09

2.78

2.53

2.48

2.16

2.66

2.71

2.54

Lack of budget

Lack of personnel with skills and know-how to enact omnichannel strategies

Silos in your company

Core technology

Transparency of inventory across channels

Recognizing a customer on different channels or devices

Accessing data across channels

Communicating omnichannel capabilities to customers & prospects

Weighted Average 1 = Not a challenge2 = Somewhat challenging3 = A challenge

4 = Very challenging5 = Extremely challenging

N = 457, Source: Target Marketing


What Some Hurdles to Experience-Lead Advertising?

Data Technology That De-Silos Data


We Have a Problem With Too Many

Display

Social

Video

Native

Search

Audio

TV

Channels

Desktop

Tablet

Mobile

Connected TV

Devices

Google

Facebook

Amazon

APNX

Outbrain

Taboola

Websites

Inventory

Networks

Exchanges

Discovery

Content

Research

Shopping

Mediums

Communication


…And Too Few

Display

Social

Video

Native

Search

Audio

TV

Channels

Desktop

Tablet

Mobile

Connected TV

Devices

Google

Facebook

Amazon

APNX

Outbrain

Taboola

Websites

Inventory

Networks

Exchanges

Discovery

Content

Research

Shopping

Mediums

Communication


The Triopoly


Walled Gardens Are Building New Moats



of marketers say that 'walled gardens' do not provide enough data to effectively analyze and

measure campaigns

68%

of marketers believe walled gardens are a

major barrier to improving first-party data.

66%

also agreed that they do not provide enough insight to make comparisons with other channels or partners.

65%

Walled Gardens Hurt Experience-Led Strategies


Instead of A Walled Garden, A Community Garden

31


Audience Manager URL Destinations and People-Based Destinations

URL Destinations for WCA allows you to target audiences who have previously visited your site on Facebook.

People-Based Destinations (launching in July) is an integration with multiple people-based channels, including Facebook Custom Audiences, which targets known users using hashed known identifiers (e.g. email address), including users who haven’t visited your site.

Web CustomAudiences

CustomAudiences

Anonymous websiteaudiences only

Known + AnonymousOR

Known users only

Using both URL Destinations for WCA and People-Based Destinations in Audience Manager ensures full coverage for targeting your users – known and anonymous – in Facebook

A Cookie-less World



Today, The Consumer Journey is More Complex

Than a Single Device


The Cookie is Crumbling


Timeframe in Which US Brand-Side Digital Marketing

Executives Think They Will Not Need to Rely on

Cookies/Probabilistic Data for Digital Marketing

% of respondents, Sep 2017

36

Source: Viant, “Power of the People: How People Based Marketing is Driving Change Across the US Advertising Industry,”, eMarketer

2.8%Don’t Know4.1%

This Won’t Happen

4.5%5+ Years

24.8%Next 2-5 Years

31.7%Next 1-2 Years

32.1%Next 12 Months


Why Are Cookies Dying?

37

Mobile Apps Web Browser Changes

Privacy Laws


Implications of a Cookie-less World

1 The rise of universal-ID

2 Triangulation of data sources to enrich profiles

3 Pre-defined ID syncing from technology companies


A Common Platform, Not A Data Lake

Real-Time ActivationReal-time activation allows for immediate

use of customer profiles in cookie-, device-, and people-based environments –

with an architecture that supports emerging technologies. Constantly

updating the profile in real-time.

Early Linking & IdentityEarly linking assigns common person

keys so that users of the data lake can easily connect data about individuals

even when that data is from wildly disparate sources.


CustomerExperience

Management

Commerce

Lead Management

Display Advertising

SEM

CustomerCare/Support

Content Creation

CDP

Identity Resolution

Cross-channel Campaign

Management

Orchestration

Mobile

Call Centers

DMP

Customer Loyalty

Email

DSP

Personalization

Asset Management

Web Content Management

Marketing Attribution

Social

CRM

Customer Intelligence

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.41

Adobe Experience Platform

Adobe Experience Platform: Reimagining Customer Experience

SEMANTICS & CONTROL ACTION CONTENT WORKFLOW

DATA PIPELINE INSIGHTS CONTENT PIPELINE

UNIFIED PROFILEDATA CONTENT


A Common Platform, Not A Data Lake

Focus on an experience platform that helps you think beyond advertising

towards true customer-journey management


Trending Topics



A Cookie-less World


Key Learnings

Focus on Audience,

Addressability, and Attribution

Explore technology that

merges data silos and allows you to

act on them

Think beyond advertising

towards true customer-journey

management

© 2019 eMarketer Inc.

June 11, 2019

Tech-Talk WebinarQ&A Session

Paul Verna

Vice President of Multimedia

eMarketer

Presented by

PRESENTER MODERATOR

Toccara Baker

Senior Product Marketing Manager

Adobe

[email protected]

Webinar: Trending Topics Shaping the Future of Advertising

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➢ June 18: J.Jill's 5 Power Tactics for Digital CX

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Webinar: Trending Topics Shaping the Future of Advertising · Brand-Side Digital Marketing Executives Think They Will Not Need to Rely on Cookies/Probabilistic Data for Digital Marketing