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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Empowering Experiences Through Advertising Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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Page 1: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Empowering Experiences Through AdvertisingJack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

Page 2: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Jen | Gym Instructor

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WELCOME TO THE ERA OF

DIGITAL EXPERIENCES

Page 3: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

REACHING YOUR AUDIENCE HAS NEVER BEEN EASIER . . . OR MORE DIFFICULT

MEDIAFRAGMENTATIONExplosion of touchpoints and rising expectations

DATAEXPLOSIONFlood of information from devices, servers and the cloud

DIGITALDISRUPTIONCompanies racing to reinvent themselves

Page 4: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

MATTER MORE THAN EVER

EXPERIENCES

Page 5: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

GREAT EXPERIENCE?

WHAT MAKES A

COMPELLING

PERSONAL

RELEVANT

EVERYWHERE

Page 6: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Create compelling and personalized experience

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

MediaBuild great experiences and deliver across every touchpoint

Creative

Page 7: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Page 8: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

A D V E RT I S I N G ATSearch | Single DSP | Creative

Adobe

Page 9: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

A Complementary Union: Performance + Branding

9

Advertiser

Video

TV

Social

Search

Display

Drive Actions & Conversions

ADOBE

Brand Lift, Transparency &

Favorability

TubeMogul

Page 10: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Our Differentiators

10

Independence

100% aligned with advertisers

End-to-End Media Investment

Curated premium and private deals

All Screens, All Formats

Including Search, TV and Social

Identity at the Core

People-centric data powers people-based marketing

Performance without Compromise

Leading media quality and brand safety protections

Industry-LeadingTraining & Support

A true partnership from start to finish

Page 11: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Addressing Key Marketing Challenges Head-On

Better leverage 1st, 2nd and 3rd party data

Doing more with less

More accountability for advertising strategies

Single, Seamless platform for media buying PROGRAMMATIC

TVVIDEO NATIVE SOCIAL DISPLAY &

DCOSEARCH

Page 12: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

A Full Funnel Approach

12

Advertising Channels

AWARENESS

CONVERSION

CONSIDERATION

PROGRAMMATIC TV VIDEO

NATIVE

SOCIALDISPLAY &

DCO

SEARCH

Page 13: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

All Screens, All Formats

13

Advertiser ConsumerScreens Formats

Desktop

TV

Mobile

Connected TV

Digital Out of Home

OTT

Video

Native

Audio

Search

Display

Social

Linear TV

Addressable TV VOD

Page 14: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

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

Page 15: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Tailor Messaging with Real-Time Optimized Dynamic Ads

Create custom experiences thatresonate with viewers across the customer journey

Thousands of possible variationsbased on product, geo, audience segment, user profile, and more

Simplify ad management with self-optimizing creative. One singular DCO vs multiple ads

Integrated with Adobe Marketing Cloud audiences for deeper personalizationRetarget users based on site activity

(hotel location, travel dates)

*DCO SKU required

Page 16: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Deep Integration with Adobe Marketing Cloud

16

Measurement Data Management Media Activation Creative

+

Audience expansion and activation across solutionsPEOPLE CORE SERVICES

Page 17: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Cross-Channel Identity Management with Integrated Experience Cloud

17

Analytics

Advanced Segmentation

Create personalized experiences based on unique behaviors and attributes

Predictive Marketing

Easily activate customer data to predict campaign success and maximize return on ad spend

Mobile App Analytics

Integrated mobile app analytics solution

AudienceManager

360 Degree Profiles

Combine data from online, offline, 1st, 2nd and 3rd-party sources to create complete audience profiles

Cross-Device Measurement

Identify, measure and target people as they move across screens and devices

Lookalike Modeling

Extend your reach to prospects who are similar in behavior to your most valuable customers

Seamless audience activation across all screens and formats – including Search, Social and TV

Page 18: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Seamless Application of Data Across All Screens and Formats

18

Adobe Audience Manager

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

Other DSPs50-60% of customer targeting data goes to waste

Adobe Advertising Cloud

Less than 10% customer targeting opportunity loss

Page 19: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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

Industry-Leading Media Quality & Brand Safety

19

Page 20: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

Extensive Training, Certification and SupportAD Academy

Video Tutorials

Adobe Ad Summit

Advertising Help Wiki

Product Webinars

Adobe Advertising Academy

Certification conducted on-site or at Adobe Advertising HQ

Video Tutorials

Step by step demos of products and features

Adobe Ad Summit

Summit for global thought leaders

Advertising Help Wiki

Everything you need to manage campaigns

Product Webinars

Live web-based sessions

Dedicated Support

Award-winning customer support

Dedicated Support

Page 21: Interact 2017 Keynote: Empowering Experiences Through Advertising by Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21

Adobe AdvertisingComprehensive software solution for brands and agencies to plan, buy, measure and optimize 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