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How do you make advertising a creative experience?

By Catherine Turner

July 24, 2019 | 3 min read

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Connected advertising experiences are the holy grail for marketer and consumer alike, but rarely are brands able to deliver on that promise.

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Making the most of connected advertising

Marketers must look again at how to integrate adtech and martech they have in place in to drive those connected experiences and achieve true customer-centricity. A good place to start is by looking at their brand and its communications through a consumer’s eyes.

As Toccara Baker, Adobe Advertising Cloud EMEA’s senior product marketing manager says: “Brands need to put themselves in the shoes of their consumers and consider the experience of being on the receiving end of their digital advertising and marketing campaigns. Consumers have a singular relationship with a brand and expect brands to talk to them through a single joined-up voice – but that’s rarely the case.”

Adobe is running an online webinar to help practitioners deliver convergence. It will explore how the industry is tackling silos across data, technology and buying platforms to deliver relevant and personalised messaging.

The webinar will be hosted on Tuesday, August 6 at 1 pm BST by Klaudia Karcz, account manager, Adobe Advertising Cloud and those wanting to participate should sign up here.

Baker continues: "The reality is that even today’s most advertising and marketing-led brands have multiple views of the consumer and have differing, often conflicting approaches when it comes to their advertising and marketing activity.”

Research from Adobe’s 2019 Digital Trends Report showed that while ad teams are chasing quick conversions and ROI from their campaigns, marketers are focused on creating meaningful relationships with their consumers.

The report, in its ninth year, is based on a global survey of almost 13,000 marketing, advertising, ecommerce, creative and IT professionals. Some 33% of larger companies state that customer journey management is their top digital-related priority and 28% of marketers say they are kept up at night by the challenge of personalising customer experiences without violating consumer privacy.

Baker adds: “For brands to move beyond a transactional relationship with customers, they need to align across three main areas – data, platforms, and processes. Targeting and audience data for advertising and marketing campaigns are often held separately and interpreted differently during the planning process.

“By taking a holistic approach to data storage, governance, and platforms, brands can ensure they speak to their audience with a single, joined up voice. From a process perspective, brands need to align objectives and engage in joint planning to deliver effective customer-centric campaigns that result in meaningful relationships.”

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