the future of advertising - adobe inc.€¦ · (adobe advertising cloud creative) personalized...

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The Future of AdvertisingGreg Collison | Head of Product at Adobe Advertising Cloud

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MARKETINGADVERTISING

EXPERIENCES

&

Today, successful brands build Experiences

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

AD TECH PLATFORMS

5

ADVERTISERS

DSPs(Open & Private exchange inventory)

Google (Search data)

Facebook (Interest data)

Amazon(Purchase data)

CONSUMER

Brands are moving towards marketing + advertising stacks

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

AD TECH PLATFORMSADOBE CONSUMER

Publishers & SSPs(Open & Private exchange inventory)

Google (Search data)

Facebook (Interest data)

Amazon(Purchase data)

Audience Manager

Advertising Cloud

Target

Analytics

ADVERTISERS

Adobe is uniquely positioned orchestrate customer journeys

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Personalized Advertising Experiences(Adobe Advertising Cloud Creative)

Personalized On-Site Experiences(Adobe Target)

Measure On-Site Behavior(Adobe Analytics)

Build Audience Segments(Adobe Audience Manager)

Activate Audience Across all Channels(Adobe Advertising Cloud)

Adobe helps brands manage end-to-end experiences

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Elements of customer experience

ORCHESTRATE TOUCHPOINTS

PERSONALIZE EXPERIENCES

ACTIVATE AUDIENCE

UNLOCK DATA RAISE THE BAR

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SOLUTIONS

PLATFORM

Search

Advertising Cloud

Display Video Analytics Audience Manager

Analytics Cloud

Campaign TargetExperience Manager

Marketing Cloud

People Places Assets Mobile ActivationCore Services

Sensei AI Framework and Tools

ProfileIngestion XDMGovernance

Data Platform

Foundation of unified data

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Robust targeting controls

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Streamlined campaign creation

Robust Targeting Build Portfolios Attach Ads Review Setup

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x x

x

Personalized messaging across the customer journey

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Cross channel insights

13Spend & Delivery Reach & Frequency Conversion Attribution Audience & Creative

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Optimize your portfolio

Sensei & Attribution IQ Rebalance Budgets across channels Spend Recommendations

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ADOBE SYMPOSIUM Discovery Parks | Don’t Give Away The Gold. The Benefits of Owning Your Data Driven Marketing

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Our Journey

Melissa Librandi : GM Marketing & CommunicationsSam Smith : Adobe Advertising

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210 Licenced Parks

67 Owned & Managed Parks

Loyalty program

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Problems I thought I knew.

DIGITAL TRANSFORMATION

OUTGROWN OUR EXISTING

PARTNERSHIPS

MONEY NEEDED TO WORK HARDER

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Education & Understand

2020Vision

The Discovery

Building TrustMeeting Partners

Meet theTeam

Centralise& Save

Procurement / Agency

Sign &On Board

Jan Feb Mar Apr May Jun

ROAS &Transparency

Circle of Control

Build the Team Customer

JourneyBusiness

Case

Adobe Summit

Adobe Summit

Extracting Value

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SHORT-TERM

Change• Process & People• Roles & Responsibility• Partners

Start• Data Plan• Aligning all to targets

Continue• Invest in brand

LONG-TERM

• Advertising Data & Insight will drive the Strategy

• Marketing moves from a cost center to the intelligence hub

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It ’s OK to start over.

Find a Friend.

Look into the future but start NOW.