Interact 2017 Short Keynote: Empowering Experiences Through Advertising

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Empowering Experiences Through Advertising
Jack Rutter, Head of Brand Partnerships, EMEA Adobe Advertising Cloud

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Jen | Gym Instructor
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Sue Child
Chris Manchester
Elisa Sanchez
Age 40
Jerry | Stock Broker
AT&T
Iphone 4s
@AdobeMktgClo
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Albert
Sushi
3,343,
4,453
WELCOME TO THE ERA OF
DIGITAL
EXPERIENCES

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REACHING
YOUR
AUDIENCE HAS
NEVER BEEN
EASIER . . .
OR MORE
DIFFICULT
MEDIA
FRAGMENTATIO
NExplosion of touchpoints and rising expectations
DATA
EXPLOSION
Flood of information from devices,
servers and the cloud
DIGITAL
DISRUPTION
Companies racing to reinvent themselves

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MATTER MORE THAN
EVER
EXPERIENCE
S

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GREAT
EXPERIENC
E?
WHAT MAKES A
COMPELLING
PERSONAL
RELEVANT
EVERYWHERE

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Create compelling and
personalized experience
Audience
Understand and adapt to
the right person, right
place, righttime
Media
Build great experiences
and deliver across every
touchpoint
Creative

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A D V E RT I S I N G AT
Search | Single DSP | Creative
Adobe

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A Complementary Union: Performance + Branding
9
Advertiser
Video
TV
Social
Search
Display
Drive Actions &
Conversions
ADOBE
Brand Lift,
Transparency &
Favorability
TubeMogul

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Our Differentiators
10
Independence
100% aligned with advertisers
End-to-End Media
Investment
Curated premium and private deals
All Screens,
All Formats
Including Search, TV and Social
Identityat
the Core
People-centric data powers
people-based marketing
Performance
without Compromise
Leading media quality and brand
safety protections
Industry-Leading
Training & Support
A true partnership from start to
finish

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Addressing Key Marketing Challenges Head-On
Better leverage 1st,
2nd and 3rd party data
Doing more with
less
More accountability
for advertising
strategies
Single, Seamless
platform for media
buying PROGRAMMATIC
TV
VIDEO NATIVE SOCIAL DISPLAY &
DCO
SEARCH

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A Full Funnel Approach
12
Advertising Channels
AWARENESS
CONVERSION
CONSIDERATION
PROGRAMMATIC
TV VIDEO
NATIVE
SOCIAL
DISPLAY &
DCO
SEARCH

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All Screens, All Formats
13
Advertiser ConsumerScreens Formats
Desktop
TV
Mobile
Connected TV
Digital Out of Home
OTT
Video
Native
Audio
Search
Display
Social
Linear TV
Addressable TV VOD

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Complete Media Investment Platform
Largest buyer across
all top open
exchangesglobally
OPEN
EXCHANGE
Single-click accessto
curated deals from 100+
premium digital publishers
and TV broadcasters
ON
DEMAND
Streamlined ad serving
and RTB-powered
decisioning for publisher-
direct deals
PRIVATE
DEALS
Approved marketing
partner for buying on
major social networks
SOCIAL
Direct API access to
top search engines
across the world
SEARCH

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Tailor Messaging with Real-Time Optimized Dynamic Ads
Create custom experiences that
resonate with viewers across the
customer journey
Thousands of possible variations
based on product, geo, audience
segment, user profile, and more
Simplify ad management with self-
optimizing creative. One singular
DCO vs multiple ads
Integrated with Adobe Marketing
Cloud audiences for deeper
personalizationRetarget users basedonsite activity
(hotel location, travel dates)
*DCO SKU required

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Deep Integration with Adobe Marketing Cloud
16
Measurement Data Management Media Activation Creative
+
Audience expansion and activation across solutionsPEOPLE CORE
SERVICES

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Cross-Channel Identity Management with Integrated Experience
Cloud
17
Analytics
Advanced
Segmentation
Create personalized
experiences based on unique
behaviors and attributes
Predictive
Marketing
Easily activate customer data
to predict campaign success
and maximize return on ad
spend
Mobile App
Analytics
Integrated mobile app
analytics solution
Audience
Manager
360 Degree
Profiles
Combine data from online,
offline, 1st, 2nd and 3rd-party
sources to create complete
audience profiles
Cross-Device
Measurement
Identify, measure and target
people as they move across
screens and devices
Lookalike
Modeling
Extend your reach to
prospects who are similar in
behavior to your most
valuable customers
Seamless audience activation across all screens and formats
– including Search, Social and TV

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Seamless Application of Data Across All Screens and Formats
18
AdobeAudience
Manager
Real-time sync with Audience Manager Enables 90%+ Match Rates with Adobe Advertising Cloud
Other DSPs
50-60% of customer
targeting data goes to waste
Adobe Advertising
Cloud
Less than 10% customer
targeting opportunity loss

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Industry-Leading Media Quality & Brand Safety
19

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Extensive Training, Certification and Support
AD Academy
Video Tutorials
Adobe Ad Summit
Advertising Help Wiki
Product Webinars
Adobe Advertising
Academy
Certification conducted on-
site or at Adobe Advertising
HQ
Video
Tutorials
Step by step demos of
products and features
Adobe
Ad Summit
Summit for global thought
leaders
Advertising
Help Wiki
Everything you need to
manage campaigns
Product
Webinars
Live web-based sessions
Dedicated
Support
Award-winning customer
support
Dedicated Support

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Adobe Advertising
Comprehensive software solution for brands and agencies to
plan, buy, measure and optimize global cross-channel advertising
End-to-End Media
Investment Platform
All Screens,
All Formats
Independence
Performance
Without Compromise
Industry-Leading
Training & Support
Identity at the Core