Adobe Advertising Cloud Overview Keith Eadie | VP, Revenue and Partnerships, Advertising Cloud
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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
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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
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Fragmented Planning, Buying, Measurement & Optimisation
Legacy media buying process creates confusion, unnecessary expense and inefficiency for advertisers
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
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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
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A D V E R T I S I N G A T
Search | Single DSP | Creative
Adobe
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A Complementary Omni-Channel Union: Performance + Branding
10
Advertiser
Video
Social
Search
Display
Drive Actions & Conversions
ADOBE
Brand Lift, Transparency &
Favourability
TubeMogul
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A Full Funnel Approach
11
Advertising Channels
AWARENESS
CONVERSION
CONSIDERATION
VIDEO
SOCIAL
NATIVE
DISPLAY & DCO
SEARCH
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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
© 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
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Deep Integration with Adobe Analytics Cloud
Data Management Media Activation Measurement
+
Creative
Audience expansion and activation across solutionsPEOPLE CORE SERVICES
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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
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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