My Top Picks for the Advertising Track at Adobe Summit EMEA

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Just a few weeks ago I was at Adobe’s Sum­mit in Las Vegas watch­ing the unveil­ing of Adobe Adver­tis­ing Cloud Cre­ative, a game-chang­ing prod­uct com­bin­ing the pow­er of Adobe’s Cre­ative Cloud with the reach of Adobe Adver­tis­ing Cloud. Nev­er before have adver­tis­ers been able to cre­ate and then plan, buy, mea­sure and opti­mise an ad on a sin­gle plat­form. They’ve nev­er had the tools to change their cre­ative mid-cam­paign, respond­ing to data (specif­i­cal­ly the intel­li­gence of Adobe Sen­sei) inform­ing them which ads are under-per­form­ing.  

Adver­tis­ing Cloud Cre­ative enables easy-to-exe­cute cre­ative alter­ations to make an ad more tar­get­ed and deliv­er more ROI.  

As a Prod­uct Mar­ket­ing Lead for Adobe Adver­tis­ing Cloud, I’m proud of this devel­op­ment for the indus­try because only Adobe can offer this prod­uct in our sec­tor. No oth­er com­pa­ny has the capa­bil­i­ties (or indus­try respect) that Cre­ative Cloud deliv­ers for cre­ative ad teams. That means no oth­er pro­gram­mat­ic plat­form will ever be like­ly to offer an equiv­a­lent solu­tion. Imag­ine how proud I will be when Zarpana Kabir, Direc­tor, Adver­tis­ing Ser­vices EMEA, unveils this prod­uct to atten­dees at EMEA Sum­mit! Be sure to see it in action dur­ing our keynote on day one. 

That’s not the only Adver­tis­ing Track ses­sion I want to high­light. We have a mul­ti-track list of options for you. I’ve picked a few to get you start­ed:   

AD9: A Walk in the Adobe Adver­tis­ing Cloud: Can Pro­gram­mat­ic Adver­tis­ing Live up to the Hype?  

Pro­gram­mat­ic adver­tis­ing tech­nol­o­gy promis­es to make the ad plan­ning and buy­ing process more effi­cient. But will using pro­gram­mat­ic plat­forms still let you deliv­er your busi­ness goals and objec­tives, ensure that you are buy­ing qual­i­ty inven­to­ry, and feel con­fi­dent that you are run­ning in brand-safe envi­ron­ments? What oth­er for­mats can you access beyond a stan­dard ban­ner and how can you increase both effi­cien­cy and effec­tive­ness?  

In this ses­sion you’ll hear how the Adobe Adver­tis­ing team shift­ed to a pro­gram­mat­ic buy­ing strat­e­gy, how this invest­ment dis­pels some com­mon myths about pro­gram­mat­ic adver­tis­ing, and how they used Adobe Adver­tis­ing Cloud in a mul­ti­mil­lion dol­lar brand cam­paign. 

AD1: Data-dri­ven Adver­tis­ing: A Sin­gle Source of Truth 

Strug­gling adver­tis­ers are over­whelmed with time-con­sum­ing man­u­al process­es and the val­i­da­tion of scat­tered data sources. In con­trast, suc­cess­ful adver­tis­ers estab­lish a sin­gle source of truth and auto­mate basic repet­i­tive reports. This strat­e­gy unites the ana­lyt­ics and adver­tis­ing teams by mak­ing more time for advanced seg­men­ta­tion, scal­able per­son­al­i­sa­tion and reli­able fore­cast­ing. Join Adobe and adi­das’ Senior Media Man­ag­er, Andy Pilk­ing­ton to hear how Adobe’s inte­gra­tion between ana­lyt­ics, media and third-par­ty part­ners can accel­er­ate your adver­tis­ing insights.  

AD8: Opti­mis­ing Search Cam­paigns with Web­site Ana­lyt­ics 

Search adver­tis­ing is com­plex. Mar­keters nav­i­gate bil­lions of data points, thou­sands of key­words, and dimen­sion­al data such as audi­ence, device, geog­ra­phy and time. With increas­ing data, audi­ences and inven­to­ry sources, there are stag­ger­ing num­bers of com­plex deci­sions to make. Adobe’s inte­gra­tion between Adver­tis­ing Cloud and Ana­lyt­ics Cloud offers mar­keters a stream­lined solu­tion for lever­ag­ing Ana­lyt­ics Cloud data to dri­ve increased paid search per­for­mance. It also opens the door to deep­er analy­sis and under­stand­ing the impact of search. You’ll also hear how Arti­fi­cial Intel­li­gence (AI) helps solve many data chal­lenges. 

AD3: The Art & Sci­ence of Per­son­alised Ad Expe­ri­ences 

You bought the ad space, now it’s time to show an ad. Deci­sions made in that micro-sec­ond can mean the dif­fer­ence between a suc­cess­ful and an unsuc­cess­ful cam­paign. In oth­er words, the cre­ative a cus­tomer inter­acts with affects the per­cep­tion of your brand. Learn how Adobe deliv­ers data-dri­ven, per­son­alised cam­paigns, and hear about Adobe’s vision for col­lab­o­ra­tive tools to empow­er cre­ative and mar­ket­ing teams to deliv­er engag­ing cus­tomer expe­ri­ences. 

This is a key ses­sion if you have spe­cif­ic inter­est in under­stand­ing what Adobe Adver­tis­ing Cloud Cre­ative is all about, and how it can specif­i­cal­ly ben­e­fit your brand adver­tis­ing cam­paign activ­i­ty.  

See you at Sum­mit! Reg­is­ter here now.  


Advertising, News
Toccara Baker

Posted on 12-04-2018


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