Jes Santoro, Head of Sales, Advertising Cloud TV , Adobe
For decades, technology has transformed almost every aspect of advertising, except for television. But we've finally hit an inflection point where advertisers are demanding more data, more accountability, and more efficiency in the largest medium for reaching audiences. Learn the top-3 trends you can use to maximize your TV investment, rooted in your data.
Learn how to:
Leverage first-party data for more granular targeting and efficient reach on TV, with a specific lens on how to scale these audiences via our new partnership with Roku.
Use a single software platform for activation across all TV channels, including linear, addressable, and connected TV
Elevate the accountability of your TV investment with real-time performance dashboards, performance studies, and our integration with TVSquared
S806 - Activating Data Across Every Advertising Touchpoint SPEAKERSMichelle Chen, Product Manager, Adobe Advertising Cloud , AdobeAdam Allamar, Marketing Director, Head of Digital Acquisition, Barclays Bank USThe data you collect from your customers is one of the most valuable assets you own. Take better control of your data, and deliver the right message to the right customer in the most effective channel by integrating Adobe Audience Manager, Adobe Analytics, and Adobe Advertising Cloud.Learn how to:
Choose the optimal dataset for audience activation
In an increasingly competitive world, the only way to stand out is to deliver exceptional experiences that leave a lasting impression. At Adobe, that means pairing the data you have about your consumers with creative that resonates with what they care about. Hear about Adobe’s vision for collaborative tools to empower creative and marketing teams to deliver engaging customer experiences. In this session, we discuss:
Adobe’s vision for seamless integrations between creative and marketing tools
Phil Cowlishaw, Head of Advertising Cloud, AU/NZ, Adobe
Today’s consumers don’t have linear journeys. Technology has changed the way people consume media, and this evolution has placed increasing pressure on marketers to adopt more holistic advertising strategies to plan, buy, measure, and optimize media. We’ll share how marketers have embarked on this journey and found value in an omnichannel DSP.
Learn about:
The importance of having an omnichannel media strategy
How brands have benefitted from a holistic advertising approach
Leveraging the Adobe Advertising Cloud platform to uplift your brand and performance goals
On October 27, 1994, the first-ever ad banner appeared on HotWired, kicking off a revolution in an industry in perpetual change. We'll delve into the past, present, and undefined future of digital advertising in hot pursuit of highly personalized, omnichannel experiences. In addition to collecting great advertising trivia and lessons from the past, learn how to blend agility, adaptation, and technology for continual advertising transformation.In this session:
Lessons from digital ad history we've all missed
Evolving consumer attitudes toward advertising
Forces that will shape the next 25 years of advertising
Explore end-to-end marketing tech stacks that bring together paid, owned, and earned marketing strategies. Learn how your peers, such as Dollar Shave Club, have leveraged modern tools to bridge the gap between ad tech and mar tech to deliver more meaningful and valuable experiences for their customers.In this session, learn how to:
Build an integrated ad tech and mar tech stack with Adobe
Leverage Adobe Experience Cloud tools to deliver connected advertising experiences
Bring together paid, owned, and earned marketing strategies on the Adobe Advertising Cloud platform
Search advertising is complex. The average account has millions of keywords layered with dimensional and campaign data. Artificial intelligence learns from available data and makes the best possible decisions on bid amounts and budget allocation. Now hybrid optimization can take your performance to the next level.In this session, learn how:
AI leverages data and audiences for performance forecasting and personalization to drive higher ROI and better consumer experiences
Hear how Adobe’s hybrid optimization allocates your budget across different AI-driven bidding technologies to increase paid search performance
An Adobe customer leverages data and audiences to drive ROI lift and personalize advertising
The explosion of data has created a world of endless possibilities for advertisers. Every second there are millions of potential opportunities around who to target, what to message, where to buy, and how much to bid. Hear how Adobe Advertising Cloud is using Adobe Sensei’s artificial intelligence and machine learning capabilities to power these decisions and help advertisers to make the most of every opportunity.In this session you will learn how Adobe is:
Leading the industry in artificial intelligence with Adobe Sensei powering the design and delivery of digital experiences across Adobe products
Generating better returns for advertisers by harnessing the power of AI/ML in bidding and forecasting
Preparing for a world where AI could unlock new and exciting opportunities for advertising
The advertising technology industry is rapidly changing as is the technology that powers it. As advertisers struggle to keep up with our industry's latest hot topic, we aim to help them understand the impact of each issue on their marketing strategy and objectives. Join us for a candid discussion on the latest trending topics, what they mean for brands and agencies, and how Adobe is addressing each one.
World-class advertisers have fully integrated their advertising data into Adobe Analytics and are using this data for advanced analysis to inform strategic planning across marketing channels and to fuel data-driven bidding. Manually integrating this data is more than challenging. Adobe’s native integrations between Adobe Analytics and Adobe Advertising Cloud automate much of the setup and ongoing data maintenance, freeing advertisers and analysts to spend time in Adobe Analysis Workspace gaining insights that drive business results. Learn how you can up-level your business to a best-in-class advertiser powerhouse with Adobe Analytics + Adobe Advertising Cloud
Today, marketers are often overwhelmed with disparate data sources. But you don’t have to. Adobe’s integration between Adobe Advertising Cloud and Analytics Cloud offers marketers a streamlined solution for leveraging analytics data to drive increased paid search performance. It also opens the door to deeper analysis and understanding of search's impact. Discover the benefits of the Advertising Cloud integration with Adobe Analytics. Walk away with actionable tips and tricks to take your search program to the next level.Learn how to:
Optimize search campaigns in Advertising Cloud with metrics from Adobe Analytics
Deepen your analysis of search performance and impact through Analysis Workspace
Leverage about Adobe Analytics segments in Advertising Cloud to target search bidding
