Advertising needs to be more of a connected experience, said Keith Eadie, VP and GM of Adobe Advertising Cloud, during his keynote “Creating Advertising Impact with Connected Customer Experiences” for the first-ever all-digital Adobe Summit. The emphasis on connected experiences becomes even greater amid the current COVID-19 crisis.
“As we look out over the next few years, what’s exciting about our collective opportunity is that in many ways brands are demanding more from their technology vendors, as we move from what we call the ‘exposure era’ into the ‘experience era,” he said. “The exposure era was defined by using technology and lots of data to deliver messages across a wide variety of screens. But with little regard, typically, for how one interaction with a customer translated to another. We now must strive for something much more transformative as we move into the experience era.”
Four key trends shaping the advertising industry
Keith outlined four trends shaping advertising today. First, he said, we are entering a new era of digital privacy, one that will have profound implications on how we get messages to consumers. And as privacy regulations expand, we also have monumental changes happening in web browsers and how they restrict individual tracking. “The rising privacy tide shows no sign of slowing down, he said. “And it is going to make first-party data more critical to advertisers.”