It’s no secret that the advertising world has been deeply affected by digital transformation, and great advertising is powered by data just as much as it’s powered by creativity. This means that advertising can no longer function independently of a company’s marketing function – it needs to be deeply embedded within it.
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.
Ad Tech and Martech converge
As advertising has found its new home within the overall marketing function, brands have begun a movement to synchronise the technology that supports both functions.
At Summit EMEA, attendees will hear from leading brands who have already made this switch, such as British menswear label Mainline and Norwegian telecommunications provider Telenor. Both brands have used the Adobe Experience platform to gain a better understanding of their audience. This has helped them target their advertising more precisely, and better frame their messaging, both of which has led to more conversions and better ROI on paid media spend.
Deriving better insight from data
The “Advertising as a Connected Experience” track will further explore how technology is helping brands improve the quality of the insights that so often power their advertising. This includes trends that are complicating the media buying process, like the decline of cookies and the spread of programmatic across TV and audio. Experts will discuss how new tracking techniques are helping brands build more holistic, less-channel dependent, audience profiles, helping brands orchestrate omni-channel campaigns intelligently and with precision.
Evolution of the agency eco-system
The growing importance of data in advertising is also reshaping the relationship between brands and creative agencies. As more companies seek to build up their own audience data intelligence, many brands are moving media buying in-house. How Adobe is working with agency partners to re-shape the brand-agency relationship will also be further explored during “Advertising as a Connected Experience” track.
Want to find out more about connected advertising? Check out this video.