Creative Renaissance - Adobe Inc. · 1.00% 1.20% 1.40% 0 100 200 300 400 500 600 700 800 900...

Creative Renaissance Ryan Fleisch • Head of Solution Consulting, Advertising Cloud

Half the money I spend on advertising is wasted;

the trouble is I don't know which half.

MEASURABILITY

1. Engaging Creative Builds Brands

2. Measurability is No Longer an Excuse

3. Not All Channels are Created Equal

LET’S GO BACK IN TIME…

1704 17291833 1843

18971882

$11,000

$300,000

+2,627%

1920192219241938

1927192819391941

Show first Bulova ad

THE INTERNET

44% CTR

I’m sorry. Our intentions

were good.

- Ethan ZuckermanCoder of First Pop-Up Ad

My grandchildren tell me that’s like

inventing smallpox.

- Joe CrambleyDesigner of First Banner Ad

Any seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect

produced upon the customer, who believes she has been

misled.

- John Wanamaker

0.05% CTR

99.89%

2014 2015 2016 2017 2018 2019

Search $23.44 $26.53 $29.24 $32.32 $36.41 $40.60

Display $21.07 $26.15 $32.17 $37.29 $41.87 $46.69

- Banners & other* $10.53 $11.57 $13.39 $14.74 $16.17 $17.68

- Video $5.24 $7.46 $9.59 $11.43 $13.05 $14.77

- Rich Media $3.71 $5.44 $7.42 $9.17 $10.69 $12.19

- Sponsorships $1.58 $1.68 $1.77 $1.86 $1.96 $2.06

Classified & Directories $2.82 $2.94 $3.07 $3.20 $3.33 $3.47

Lead Generation $1.88 $1.97 $2.06 $2.15 $2.25 $2.35

Email $0.25 $0.27 $0.29 $0.31 $0.33 $0.35

Mobile Messaging $0.24 $0.26 $0.27 $0.26 $0.24 $0.23

Total $49.69 $58.12 $67.09 $75.44 $84.44 $93.70

US Digital Ad Spending by Format, 2014-2019Billions

1704 2018

I’m Part of The Problem

Search: Under the Influence

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Emerald CitySoftwareGraphic designtool

BluePointTechnologiesComputer Chips

Laser ToolsLanguage TechSoftware

OCR SystemsTechnology for AcrobatCapture

AldusPageMaker, desktopPublishing applications

Frame TechnologyCorporationFrameMaker documentprocessing

Ares SoftwareFont Software

HyWay FerrantiSoftware

DigiDoxElectronic catalog

SandcastleInternet latencysoftware

GoLiveWeb designsoftware

FotivaDigital photosoftware

AccelioEnterpriseDocuments

YellowDragonTech assets

SyntrilliumSoftware

OKYZ3D collaborationsoftware

Q-LinkBusiness processManagement software

Serious MagicVideo Software

InterAKTSoftware

PixmantexSoftware

TradeTechnologiesSoftware

NaviswareEnterprise Software

MacromediaMulti-mediaDesign software

Scene7DynamicMedia software

BusinessCatalystSoftware

YaWahPre-packagedSoftware

OmnitureWeb analytics

DaySoftwareDynamicMedia software

DemdexAudienceoptimization

EchoSignWeb-basedsignatures

IridasVideosoftware

NitobiMobile developmentsoftware

TypekitWeb fonts

EfficientFrontier/CODigital advertisingoptimization

AuditudeVideopublishing

BehanceOnline creative community

NeolaneCampaignMarketing

AviaryMobiledeveloper

FotoliaStockphotography

Mixamo3D computergraphics

TumriProgrammatic advertising

LiveFyreSocial

TubeMogulVideoAdvertising

Adobe Acquisitions 1990-2017

ComScoreDigital Analytix

SkyboxPlugins for 360Video & VR

“Adobe’s proposed acquisition of Omniture certainly has some complimentary [benefits], but we don’t see material synergy between the businesses…”

- Jefferies & Co.’s Ross MacMillan

Art of Content Science of Data

DynamicCreative

DigitalAudio

Digital Out of Home

TV: Connected and Linear

What’s Next?

78% consumers wantpersonalized ads. 28% consumers think they are

tailored correctly.

5%Drop in trust in mediaEdelman x

30%Rise in ad blockingeMarketer

55%Decrease in consumer loyaltyCatalina

7%Drop in consumer receptivityLeFlein

“The essential difference between emotion and reason is that

emotion leads to action while reason leads to conclusions.”

- Donald CalneNeurologist

PRODUCT

PRICE/OFFER

FEATURES

LOCATION

LIFESTYLE

EXPERIENCE

ASPIRATIONS

PERSONAL

Location: Nassau, The Bahamas

Property: British Colonial Hilton NassauRate: $215 Per Night

Adobe AnalyticsAudience Manager

Marital Status: Married with Children

Household Income: $250k+

Interests: Foodie

Location: Nassau, The Bahamas

Property: British Colonial Hilton NassauRate: $215 Per Night

Marital Status: Married with Children

Household Income: $250k+

Interests: Foodie

Full Funnel PersonalizationPersonalization

Site Visitors

Everyone ElseCalifornia Nevada

Silver StatusGold Status

Vacation Shoppers

LogoHeadline

(Pul l from feed)

Image(Pul l from Feed)

CTAPromo Copy

(Pul l from feed)

Feed then dynamically informs content real time.

One time template definition.

* Ad Cloud DCO (for feed based ads) will roll into Ad Cloud Creative starting Q3, 2017. Full Transition by Q1, 2019.

Awareness

Consideration

Conversion

Loyalty

Mobile Users

Personalization

DynamicCreative

DigitalAudio

Digital Out of Home

What’s Next?

Connected TV

$8.2BProjected 2018

Connected TV completion rate

2xY/Y Growth

Of households have Connected TV

devices

Understand the Impact of Connected TV on Digital Conversions

Adobe matches Device IDs from Household with data of converted users

Viewer is served an ad on CTV

WIFI ROUTER

Viewer visits advertiser’s site/converts on desktop / mobile / tablet

WIFI ROUTER

Segment A Segment B Segment C Segment D Segment E Segment F Segment G

Unique Landing Page Conversions

Converters Conversion Rate

Landing Page Conversions by Segment

• Segment A drove highest total conversions

• Segment D segment drove highest conversion rate

• All segments had higher conversion rate than the total campaign

Impressions (for scale)

DynamicCreative

DigitalAudio

Digital Out of Home

What’s Next?

Industry Growth – Digital Radio Platforms Exploding

Traditional radio usage from 2014-2019 remains stagnant and looks to decline by 3-4%.

Digital radio usage is poised to grow more than 28% in the same time frame. Weekly penetration has grown 340% over the last 10 years.

* Pandora currently in testing

79% of audio is consumed during activities where visual media can’t reach users such as commuting &

driving, biking, shopping, working out and other activities.

Measure Audience Overlap by Inventory

$100,000.00

$200,000.00

$300,000.00

$400,000.00

$500,000.00

$600,000.00

$700,000.00

$800,000.00

$900,000.00

$1,000,000.00

Spotify OnDemand Video OpenExchange Video CrossScreen Video

% Audience Overlap Spend

National Insurance Provider

DynamicCreative

DigitalAudio

Digital Out of Home

What’s Next?

Driving Purchase Intent with Digital Out-of-Home

EXECUTION

Using Adobe Ad Cloud’s DOOH partnerships, the brand was able to deliver impressions on Billboard heavy PMP deals as well as Open Exchange place-based inventory. Using a control & exposed panel-based survey, brand awareness, consideration & purchase intent insights driven by digital out-of-home mediahelped plan for future executions

SURVEY RESULTS

+7%Lift in Consideration

THE OBJECTIVE

Drive purchase intent & successfully measure the impact digital out-of-home for a new flavor of a well-known alcohol brand launching for Summer

Adobe Ad Cloud Case Study

+13%Lift in Purchase Intent

+16%Lift from Place-based Open Exchange

DynamicCreative

DigitalAudio

What’s Next?

Digital Out of Home

TV & Search: Connecting TV Views to Actions

Viewer is served an ad on Linear TV Match viewership to search/intent activity

Measure impact by network, exposure and online behavior

Feed that back into how you plan TV campaigns

WHAT’S NEXT?

Show Uru Demo Reel

Leading in the Present

Shaping the Future

Creative Renaissance - Adobe Inc. · 1.00% 1.20% 1.40% 0 100 200 300 400 500 600 700 800 900...

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