Adobe launches industry first programmatic 100% campaign

 

Adobe announced the launch of its “Experience Business” global campaign, the largest cross-media advertising campaign to be implemented solely through a programmatic platform. The campaign underscores Adobe's vision that deep intelligence and incredible design are key 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 launch in the US, UK and Germany took place in November.
 
Adobe's “Experience Business” campaign is purchased programmatically 100% by Adobe Advertising Cloud, which integrates the Adobe Experience Cloud platform, and has all the platform's transparency for cross-channel advertising management. The campaign focuses on C-level executives and leverages high-impact design and media formats across multiple channels. Purchase methods include real-time bidding (RTB) and non-guaranteed direct purchases through On-Demand, Adobe Advertising Cloud's premium marketplace for the publisher.
 
In the campaign, Adobe uses its own Advertising Cloud multi-screen planner to define the best media investments as well as the solution's DSP software. The technology allows for purchases of display and video media on desktop and mobile, display and video on paid social media, digital Out Of Home (OOH), digital audio, as well as ad formats for smart TVs.
 
The creative campaign, developed with Adobe's in-house creative team and agency partner Goodby Silverstein & Partners, depicts seemingly everyday objects with the slogan "Make Experience Your Business", explaining how companies should think beyond the products they're selling - they should provide a truly exceptional experience with your products to really stand out. The comprehensive campaign features a reinvented Adobe.com experience and is the centerpiece of Adobe events around the world.
 
“The most successful brands today focus their energy on providing a consistent, unified experience across multiple channels,” said Alex Amado, vice president of Experience Marketing at Adobe. “We use this completely programmatic approach so we can effectively target this audience by analyzing their behavior and digital footprints to deliver a more relevant and personalized experience at every touchpoint.”
 
Adobe continues to use its data solutions to find new ways to effectively reach new audiences and measure impact in real time. Project Relay, for example, is Adobe's in-house model for measuring how paid media drives customers to free trials and then pay for conversions. The project was awarded the ANA Genius Award in October for effectively using analytics to make sense of big data and prove the value of marketing.