Adobe launches first "programmatic-only" campaign

14/11/2017

Adobe is aiming to prove that the future of ads is programmatic launching its first completely automated campaign on social media, mobile and TV.

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The global Experience Business campaign is claimed by Adobe to be the largest cross-media ad campaign to be implemented through a programmatic platform.

Adobe has always relied heavily on digital to place ads, but the move marks the first time an entire campaign has been distributed programmatically across all channels, including online, social, mobile and television.

The campaign emphasises Adobe’s belief that deep intelligence and amazing design are fundamental to creating compelling experiences that help brands stand out. Participating brands include Caesar’s Entertainment, Carnival Corporation, Franke Group, Holland America Line, Pandora, Princess Cruises, Sydney Opera House, UBS and T-Mobile.

The initial rollout is planned for the US, UK and Germany beginning November 13. The campaign will run through January 2018.
Adobe’s “Experience Business” campaign will be bought 100 percent programmatically through Adobe Advertising Cloud, part of Adobe Experience Cloud.

The campaign will target C-level executives including CMOs, CIOs, CDOs, CTOs and CXOs and will leverage high-impact design and media formats across a diverse range of channels. Buying methods include a combination of real-time bidding (RTB) and non-guaranteed direct buys via On-Demand, Adobe Advertising Cloud’s premium publisher marketplace.

Adobe will use its own Adobe Advertising Cloud’s cross-screen planner to determine optimal media investments and Adobe Advertising Cloud’s demand-side platform (DSP) to execute media buys across desktop display and video, mobile display, paid social display and video, digital out-of-home, and digital audio, as well as programmatic, addressable and connected TV ad formats.

The campaign creative, developed jointly by Adobe’s in-house creative team and partner agency Goodby Silverstein & Partners, depicts seemingly everyday objects with the tagline “Make Experience Your Business,” conveying how companies must think beyond the products they are selling – they must provide a truly exceptional experience around their products to really stand out. The comprehensive campaign features a reimagined Adobe.com experience and is the centerpiece at Adobe’s events worldwide.

“Today’s most successful brands focus their energy on delivering a consistent, unified experience through many different channels,” said Alex Amado, vice president, Experience Marketing, Adobe. “We’re using this all-programmatic approach because we can now effectively target this audience by analyzing their behaviors and actions online to deliver a more relevant, personalized experience across every touchpoint.”

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