Adobe attempts to tap into burgeoning connected TV market with Advertising Cloud TV launch

Marketers can use the new service to buy TV ads against audiences that have already demonstrated intent through online searches / Oliur Rahman

Adobe has announced the addition of Adobe Advertising Cloud TV to its recently launched Experience Cloud offering, a move which builds upon its $540m purchase of adtech outfit TubeMogul, and one that represents its hopes to tap into the fast-evolving addressable TV advertising market.

Adobe Advertising Cloud TV enables advertisers to purchase ad inventory – including live linear TV, addressable TV, connected TV, video-on-demand (VoD) and over-the-top (OTT) – using their first party data to better target the audiences they hope to engage with.

Marketers can also plan and buy TV ads against audiences that have already demonstrated intent through online searches, with access to ad inventory from broadcasters including: NBCUniversal; Univision; A&E Networks; Discovery Communications, plus others. Finally, additional datasets from pay TV providers, MRI and TV manufacturers boost marketers’ ability to plan, target, buy and measure discrete audiences.

The addition of the service to Adobe Experience Cloud (formally unveiled earlier this year) means advertisers can use the recently launched service along with complementary services offered in the marketing stack including Adobe Analytics Cloud to assess the efficacy of their activity.

Adobe claims the launch of Adobe Advertising Cloud TV to Experience Cloud will also help advertisers potentially reach over 95% of American households, and also cites its internal research claiming that as little as 26% of US TV audiences believe TV ads they are served with are relevant to them.

Brett Wilson, Adobe Advertising Cloud, vice president and general manager, said the launch of the service would help to de-silo the traditional barriers between digital marketing and traditional TV ad buying, thus enabling them to conduct their ad campaigns across screens with a unified strategy.

“Adobe Advertising Cloud TV builds on an already industry-leading product to enable new firsts, like the ability to use a brand’s data to better target audiences regardless of which device a viewer happens to be watching on,” he added.

Mike Law, Dentsu Aegis Network, executive vice president and managing director, video investments, added: “Programmatic TV has been a critical component for us as we work with clients to apply more data to increase the effectiveness of traditional TV buys.

“The launch of Adobe Advertising Cloud TV enhances the back-end data access and tool set we can use to improve efficiencies and deliver targeted audiences at scale.”

Adobe has made several major initiatives in the media sector in 2017, with this year also seeing it join forces with Microsoft in order to pool their respective sales and marketing expertise in a bid to outflank rivals such as Salesforce and Oracle when it comes to offering their big data services to marketers.

Speaking with The Drum earlier this year, Adobe chief executive officer Shantanu Narayen (pictured above) said media agencies need to take advantage of the disruption that martech was creating, or else become victim to it.

"We would never disadvantage a partner but we have this vision that media buying is going to become more programmatic because technology is going to automate it. We will partner with anyone, and we’d like to partner with people from that particular media buying space, but they are going through change and we’re not apologetic about it,” he added.

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