Adobe Advertising Cloud TV ties in search intent data and additional data to help brands increase the effectiveness of traditional TV buys
Adobe launched Adobe Advertising Cloud TV that builds on its recently acquired ad tech company– TubeMogul’s programmatic TV (PTV), to offer personalized advertising for live TV.
TubeMogul’s PTV is an industry-leading solution first launched in 2014. The platform enables buying of TV ads in all of its forms, including live linear TV, addressable TV, connected TV, VOD and OTT, to reach over 95 % of American households.
Adobe Advertising Cloud launched in March this year, offers automated, data-driven planning and buying of TV ads. It manages roughly $3.5 billion in annualized ad spend on behalf of more than 1,000 global clients.
Allows targeting first party audience data and additional databases
The new Adobe Advertising Cloud TV integrates with Adobe Analytics Cloud to enable brands to use first-party audience data, to better target linear TV ads.
The platform also enables marketers to plan and buy TV ads targeting audiences that have already demonstrated intent through online searches. Adobe Advertising Cloud TV lets marketers leverage additional databases from pay-TV providers, Mediamark Research and Intelligence (MRI), and TV manufacturers to plan, target, buy and measure discrete audiences.
“Adobe Advertising Cloud TV builds on an already industry-leading product to enable new firsts, like the ability to use a brand’s data to better target audiences regardless of which device a viewer happens to be watching on,” said Brett Wilson, Vice President and General Manager, Adobe Advertising Cloud.
Adobe Advertising Cloud TV breaks barriers between digital and TV
According to Adobe Digital Insights’ most recent Advertising Report, TV ads aren’t having the impact they once did. Less than one-third of Americans (26%) find the TV ads they see as relevant to them. Adobe Advertising Cloud TV has been designed to break legacy silos, between TV and digital, data and execution, and media planning and buying that impede advertisers’ in reaching viewers effectively.
“Adobe Advertising Cloud TV is knocking down the barriers between digital marketing and traditional TV ad buying to enable marketers to have a single strategy that works,” said Wilson.
According to Mike Law, Exec. VP, and Managing Director, Video Investments, Dentsu Aegis Network, “Programmatic TV has been a critical component for us as we work with clients to apply more data to increase the effectiveness of traditional TV buys. The launch of Adobe Advertising Cloud TV enhances the back-end data access and tool set we can use to improve efficiency and deliver targeted audiences at scale.”
Adobe Advertising Cloud TV claims that it works with more broadcast and cable networks in the industry than any other programmatic TV Ad platform. It offers access to linear and on-demand inventory from brands like NBCUniversal, Univision, A&E Networks, Discovery Communications and others.
Adobe Advertising Cloud was recognized as a leader in “The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017” report, which noted that Adobe’s acquisition of TubeMogul gives Adobe Advertising Cloud clients access to programmatic TV planning and buying capabilities.