Adobe (Nasdaq:ADBE) today announced the launch of its global “Experience
Business” campaign, the largest cross-media ad campaign to be
implemented solely through a programmatic platform. The campaign
emphasizes Adobe’s belief that deep intelligence and amazing design are
fundamental to creating compelling experiences that help brands stand
out. Participating brands include Caesar’s Entertainment, Carnival
Corporation, Franke Group, Holland America Line, Pandora, Princess
Cruises, Sydney Opera House, UBS and T-Mobile. The initial rollout is
planned for the U.S., U.K. and Germany starting November 13.
Adobe’s “Experience Business” campaign will be bought 100 percent
programmatically through Adobe Advertising Cloud, part of Adobe
Experience Cloud, and will bring to bear the full power of the
industry’s most transparent, cross-channel advertising management
platform. The campaign will target C-level executives including CMOs,
CIOs, CDOs, CTOs and CXOs and will leverage high-impact design and media
formats across a diverse range of channels. Buying methods include a
combination of real-time bidding (RTB) and non-guaranteed direct buys
via On-Demand,
Adobe Advertising Cloud’s premium publisher marketplace.
Adobe will use its own Adobe Advertising Cloud’s cross-screen planner to
determine optimal media investments and Adobe Advertising Cloud’s
demand-side platform (DSP) to execute media buys across desktop display
and video, mobile display, paid social display and video, digital
out-of-home, and digital audio, as well as programmatic, addressable and
connected TV ad formats.
The campaign creative, developed jointly by Adobe’s in-house creative
team and partner agency Goodby Silverstein & Partners, depicts seemingly
everyday objects with the tagline “Make Experience Your Business,”
conveying how companies must think beyond the products they are selling
– they must provide a truly exceptional experience around their products
to really stand out. The comprehensive campaign features a reimagined
Adobe.com experience and is the centerpiece at Adobe’s events worldwide.
“Today’s most successful brands focus their energy on delivering a
consistent, unified experience through many different channels,” said
Alex Amado, vice president, Experience Marketing, Adobe. “We’re using
this all-programmatic approach because we can now effectively target
this audience by analyzing their behaviors and actions online to deliver
a more relevant, personalized experience across every touchpoint.”
Adobe continues to use its data solutions to find new ways to
effectively reach new audiences and measure the impact in real time.
Project Relay, for example, is Adobe’s homegrown model for measuring how
paid media moves customers toward free trials, and then paid
conversions. The project was awarded an ANA Genius Award last month for
effectively using analytics to make sense of big data and prove the
value of marketing. See more info here.
Helpful Links
About Adobe Experience Cloud
Adobe Experience Cloud is a comprehensive set of cloud services designed
to give enterprises everything needed to deliver exceptional customer
experiences. Comprised of Adobe Marketing Cloud, Adobe Advertising Cloud
and Adobe Analytics Cloud, Experience Cloud is built on the Adobe Cloud
Platform and integrated with Adobe Creative Cloud and Document Cloud.
Leveraging Adobe Sensei’s machine learning and artificial intelligence
capabilities, Adobe Experience Cloud combines world-class solutions, a
complete extensive platform, comprehensive data and content systems, and
a robust partner ecosystem that offer an unmatched expertise in
experience delivery.
About Adobe Advertising Cloud
Adobe Advertising Cloud is the industry’s first end-to-end, independent
platform for managing advertising across traditional TV and digital
formats. By focusing on brand safety, improving transparency and
leveraging the full power of Adobe Creative Cloud and Adobe Experience
Cloud, our platform enables advertisers to gain greater control of their
global advertising spend and achieve their business objectives The
platform already manages roughly $3 billion in annualized ad spend on
behalf of more than 1,000 global clients, including Allstate, Ford,
Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, MGM, Nickelodeon and
Southwest Airlines. Learn more about Adobe
Advertising Cloud.
About Adobe
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2017 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.
Adobe
Stefan Offermann, 408-536-4023
sofferma@adobe.com
or
Adobe
David Burch, 510-817-6402
burch@adobe.com