the future of advertising - adobe inc.€¦ · (adobe advertising cloud creative) personalized...
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Future of AdvertisingGreg Collison | Head of Product at Adobe Advertising Cloud
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
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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
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12CC Integration Rules-based Targeting Dynamic Creative Real-time Insights
x x
x
Personalized messaging across the customer journey
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Cross channel insights
13Spend & Delivery Reach & Frequency Conversion Attribution Audience & Creative
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Optimize your portfolio
Sensei & Attribution IQ Rebalance Budgets across channels Spend Recommendations
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Problems I thought I knew.
DIGITAL TRANSFORMATION
OUTGROWN OUR EXISTING
PARTNERSHIPS
MONEY NEEDED TO WORK HARDER
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
It ’s OK to start over.
Find a Friend.
Look into the future but start NOW.