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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 AdvertisingJack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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WELCOME TO THE ERA OF
DIGITAL EXPERIENCES
© 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
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MATTER MORE THAN EVER
EXPERIENCES
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
GREAT EXPERIENCE?
WHAT MAKES A
COMPELLING
PERSONAL
RELEVANT
EVERYWHERE
© 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
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Industry-Leading Media Quality & Brand Safety
19
© 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
© 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