Advertising

Tech­nol­o­gy com­pa­nies see the evolv­ing oppor­tu­ni­ties of gam­ing, and mar­keters are start­ing to as well.

Toc­cara Bak­er, Prod­uct Mar­ket­ing lead for Adobe Adver­tis­ing Cloud in EMEA, digs deep­er into the role that diver­si­ty and inclu­sion play in mar­ket­ing and adver­tis­ing today.

So what is the future of audi­ence pro­file building? 

At the Con­nect­ed Adver­tis­ing Expe­ri­ences Break­fast, recent­ly held at the Adobe HQ in Lon­don, experts from the field told us why con­nect­ed adver­tis­ing is key for brands to extract the most val­ue from their paid media bud­get, whilst pro­vid­ing their cus­tomers with bet­ter experiences.

Des pre­mières ban­nières aux expéri­ences épiques, la pub­lic­ité dig­i­tale fête ses 25 ans d’existence et domine déjà le secteur de la publicité. 

At the upcom­ing Adobe Sum­mit EMEA, dur­ing the “Adver­tis­ing as a Con­nect­ed Expe­ri­ence” ses­sion, atten­dees will learn more about how lead­ing brands have used Adobe tech­nol­o­gy to har­ness the pow­er of data through­out the entire mar­ket­ing func­tion, enabling media buy­ing that’s auto­mat­ed, data-dri­ven and transparent. 

Audio adver­tis­ing is a space filled with excit­ing pos­si­bil­i­ties. Our cus­tomers are already ben­e­fit­ing from the pow­er­ful tar­get­ing oppor­tu­ni­ties on the for­mat, and now that Adobe’s self-ser­vice capa­bil­i­ties are online the suc­cess sto­ries are only going to grow.

Brands are look­ing to bring their adver­tis­ing in-house because this is where that IP lies. The log­ic of this trend is sound, at least in the­o­ry. But the real­i­ty is that adver­tis­ing man­age­ment is a seri­ous under­tak­ing, and the tran­si­tion to agency inde­pen­dence is far from simple.

Five tips to help you get the most out of track­ing and mea­sur­ing, while refin­ing your pro­gram­mat­ic approach.

Con­text is every­thing, espe­cial­ly when try­ing to make sense of people’s activ­i­ty across so many chan­nels. It’s time to kill per­sona-based mar­ket­ing and embrace a more pro­gres­sive approach to per­son­al­i­sa­tion that reflects this reality.

Paul Rob­son explains why brands need to uni­fy all their data in order to gain the most val­ue out of it, and high­lights find­ings from Adobe’s 2019 Dig­i­tal Trends report. 

Toc­cara Bak­er talks on Adver­tis­ing Week Europe, where she joined experts from all sides of the adver­tis­ing land­scape to dis­cuss the busi­ness trends and issues that are shap­ing today’s indus­try. Par­tic­u­lar­ly how AdTech fits into the over­all MarTech pic­ture, based on expe­ri­ence help­ing hun­dreds of clients in the EMEA region use tech­nol­o­gy to bring more strat­e­gy to their paid media spend.

Adobe part­nered with TV indus­try heavy weights Sky, TVBeat, Alphon­so and MTM, to form a TV Con­sor­tium in May 2018. In the last year, we’ve spo­ken with over 300 TV indus­try exec­u­tives across Europe through a series of round­table events, and have gained their insights on the cur­rent state of the indus­try across Europe, as well as what the future holds.   

Adobe’s keynotes and pan­els to explore at Adver­tis­ing Week Europe