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According to digital experience specialist Adobe, we have entered an unprecedented era of television, with more available on more devices than ever before. Traditional TV, over-the-top (OTT), video on demand (VoD) and connected TV apps all compete for viewer attention – and ad dollars. However, 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 per cent) believe the TV ads they see are relevant to them. Legacy silos – between TV and digital, data and execution, and media planning and buying – are impeding advertisers’ efforts to reach viewers effectively.
To address these challenges, Adobe is launching Adobe Advertising Cloud TV for automated, data-driven planning and buying of television advertising. The solution builds on recently-acquired TubeMogul’s PTV (Programmatic TV), a solution first launched in 2014. The platform enables buying of TV ads in all its forms – including live linear TV, addressable TV, connected TV, VOD and OTT – to reach over 95 per cent of American households.
Adobe says these new Advertising Cloud capabilities include an integration with Adobe Analytics Cloud to enable brands to use first-party audience data – a brand’s own audience segments gleaned from marketing and advertising efforts – to better target linear TV ads. Marketers can also plan and buy TV ads against audiences that have already demonstrated intent through online searches. Finally, additional datasets from pay-TV providers, MRI and TV manufacturers boost marketers’ ability to plan, target, buy and measure discrete audiences.
“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 Brett Wilson, vice president and general manager, Adobe Advertising Cloud. “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.”
Adobe Advertising Cloud TV works with more broadcast and cable networks in the industry than any other programmatic TV Ad platform and offers access to linear and on-demand inventory from brands like NBCUniversal, Univision, A&E Networks, Discovery Communications and others.
“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,” said Mike Law, executive vice president and managing director, Video Investments at Dentsu Aegis Network. “The launch of Adobe Advertising Cloud TV enhances the back-end data access and tool set we can use to improve efficiencies and deliver targeted audiences at scale.”