The Connection by Adobe Advertising Cloud

A new video series to stay better connected with you.

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The Connection by Adobe Advertising Cloud
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Welcome to The Connection by Adobe Advertising Cloud! In this new video series, we’ll be providing updates on the latest Adobe innovations, resources to help you maintain business continuity, and our point of view on some of the industry’s hottest topics. Be sure to subscribe to our YouTube channel to keep up with the latest videos in this series!

In our third episode, Ryan Fleisch talks about how Adobe is listening, learning, and taking action to stand together with the Black community, Mary Sheehan shares new insights from the Adobe Digital Economy Index, and Nick McLachlan discusses the future of Connected TV advertising.

Take these next steps to learn more:

Episode 2

In our second episode, Ryan Fleisch talks about how to supercharge advertising performance by leveraging analytics data, Greg Collison previews the future of advertising in walled gardens, and Mary Sheehan shares some findings from our latest COVID-19 research that might just surprise you.

Take these next steps to learn more:

  • Supercharge your Advertising Cloud performance with Adobe Analytics through our new video tutorials
  • Reach out to your Advertising Cloud account team to dive deeper into what we’re building for the future of connected advertising experiences across all channels
  • Check out our full guide containing the latest research and insights on navigating COVID-19 and beyond

Episode 1

In this first episode, Ryan Fleisch, head of product marketing for Adobe Advertising Cloud, gives a round-up of recent product releases, Mary Sheehan, senior manager of product marketing, announces the release of a new whitepaper with primary research around how consumers and advertisers are responding to COVID-19, and Nick McLachlan, product marketing manager, discusses how brands can strategically move from media metrics to business outcomes with their advertising.

Here’s a rundown of what we discuss in our first episode in this series:

Adobe innovations

Integration with Adobe Experience Platform: Advertising Cloud is now bi-directionally integrated with Adobe Experience Platform. Profiles and segments can be shared, targeted across advertising channels, and further refined based on ad engagement data. Learn more about Adobe Experience Platform here and see this integration in action in the Summit keynote demo.

Campaign Home: We’ve unveiled an entirely new UI that meets the evolving needs of today’s advertisers. Campaign Home allows for faster insights, simplified workflows, and flexible views of your data. Check out a quick overview here and get in touch with us for a product demo.

TV Planning Platform: Our new platform for TV planning allows for the creation and comparison of multiple plans, analysis of KPI trade-offs, and streamlined execution. Learn more here!

Business continuity

Adobe Advertising Cloud partnered with Advanis, a leading social research firm, to survey over 1,000 consumers and 500 brands and agencies around the globe to understand perceptions, behavioral changes, and the “why” behind what they’re doing now in the midst of COVID-19 and beyond. This whitepaper gives actionable insights, backed by data-driven market research, to help advertisers build successful strategies for both the short- and long-term.

There are a lot of interesting findings, but some of the highlights include:

  • Nearly 40% of consumers want to try new products during this time because of advertising, necessity, or boredom.
  • Additionally, 89% think brands should keep advertising – but 21% of marketers have stopped – so there’s a mismatch here that brands should consider.
  • 85% of consumers say that the positive experiences that they have with brands will make them long-term customers.

Visit these links to access the full report and to learn more!

Industry hot topics

COVID-19 has accelerated the need for more strategic, outcome-based advertising as brands must further prove the real business impact their media is driving. This shift has propelled an increased focus on the advertising supply chain in recent months, centered around the topic of supply-path optimization.

In order to deliver an efficient media strategy, brands must focus on what they can control to maximize the effectiveness of their ad spend. This can be done by:

  • Ensuring your advertising technology allows you to optimize towards business objectives, such as customer lifetime value, rather than just media metrics like CTR. Adobe offers exactly this, with hundreds of new brands adopting our Analytics for Advertising Cloud offering in just the past year.
  • Adopting a “value over volume” approach to media and data strategies, to ensure you are running on effective media, rather than just cheaper media.

Ultimately, delivering true business outcomes tied to your advertising initiatives is what will separate the leaders from the laggards over the next 12 – 18 months.

We hope you enjoyed this first episode of The Connection by Adobe Advertising Cloud. Be sure to subscribe to get notified as new episodes are released!

COVID-19 Response

As the situation with COVID-19 unfolds, Adobe is committed to giving you the support and resources to navigate this challenging time.

Learn more Learn more

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