There’s clarity on what Adobe has been doing with TubeMogul since its $540 million buy of the video advertising company in November.
TubeMogul, which has helped companies such as Famous Footwear and Under Armour with things like video ad planning and buying across channels, is being integrated into the new Adobe Advertising Cloud unveiled at the company’s Digital Summit. The solution — a pitch to all those digital marketing executives out there — is to make it easier for marketers to make their buys across TV, mobile and other devices.
The Adobe Summit is one of several conferences — including IBM Amplify and Shoptalk — drawing retailers, solution providers, finance executives and others to the Las Vegas Strip throughout the week for demos, panels and new product announcements. The Adobe Summit alone is expected to draw more than 12,000 attendees to the event, which runs through Thursday.
In tech talk, the Adobe Advertising Cloud is a unified platform. What that means is advertisers have a single place where they can take care of planning, buying and measuring optimization for search, digital display, social, mobile, video and TV.
“Obviously we’ve seen this both expansion and fragmentation in video,” said Justin Merickel, vice president of performance and product marketing at Adobe Advertising. “Meaning there are many more ways that consumers are accessing content and the challenges that brands are having is: how do I address that breadth of opportunity to reach and engage those consumers across these fragmented experiences so you have the rise of over-the-top experiences, the rise of on-demand experiences. So how do I address that holistically through software?”
The new cloud service aims to address a pain point among advertisers as it relates to reaching consumers — and, more importantly, the right ones — via video advertising.
“The other trend line we’re seeing is: how do I reach the right audience and, traditionally, linear TV has been planned around those audiences but not bought around those audiences,” Merickel said, pointing out that buys usually occur around time slots or specific programming.
Adobe manages more than $3.5 billion in ad spend across its client base annually.
The Advertising Cloud reveal was part of a number of announcements made at Summit, which also included the launch of the Adobe Experience Cloud. This essentially rolls up all of Adobe’s business solutions into a single set of services that falls under the Experience Cloud. So aside from the Advertising Cloud, there are also the Marketing, Analytics, Creative and Document clouds that comprise the Experience portfolio. The point would be to ensure data isn’t lost across the different services, which in turn provides consistency in how advertisers are reaching customers across their different devices.