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Creative Renaissance Ryan Fleisch • Head of Solution Consulting, Advertising Cloud
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 2
Half the money I spend on advertising is wasted;
the trouble is I don't know which half.
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 3
MEASURABILITY
BR
AN
DIN
G I
MPA
CT
$$ $$
$
$$ $$
$
$$ $$
$
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
1. Engaging Creative Builds Brands
2. Measurability is No Longer an Excuse
3. Not All Channels are Created Equal
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 5
LET’S GO BACK IN TIME…
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 6
1704 17291833 1843
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 7
18971882
$11,000
$300,000
+2,627%
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
1920192219241938
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
1927192819391941
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
Show first Bulova ad
THE INTERNET
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
44% CTR
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 15
I’m sorry. Our intentions
were good.
- Ethan ZuckermanCoder of First Pop-Up Ad
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 16
My grandchildren tell me that’s like
inventing smallpox.
- Joe CrambleyDesigner of First Banner Ad
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 17
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
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 18
0.05% CTR
99.89%
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 19
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 20
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
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 21
1704 2018
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
I’m Part of The Problem
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
Search: Under the Influence
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
Search: Under the Influence
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 27
© 2018 Adobe Systems Incorporated. All Rights Reserved.
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
2016
LiveFyreSocial
TubeMogulVideoAdvertising
Adobe Acquisitions 1990-2017
ComScoreDigital Analytix
2017
SkyboxPlugins for 360Video & VR
© 2018 Adobe Systems Incorporated. All Rights Reserved.
29
“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
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorporated. All Rights Reserved.
Art of Content Science of Data
© 2018 Adobe Systems Incorporated. All Rights Reserved.
32
DynamicCreative
DigitalAudio
Digital Out of Home
TV: Connected and Linear
What’s Next?
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
78% consumers wantpersonalized ads. 28% consumers think they are
tailored correctly.
ONLY
5%Drop in trust in mediaEdelman x
30%Rise in ad blockingeMarketer
55%Decrease in consumer loyaltyCatalina
7%Drop in consumer receptivityLeFlein
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
“The essential difference between emotion and reason is that
emotion leads to action while reason leads to conclusions.”
- Donald CalneNeurologist
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
PRODUCT
PRICE/OFFER
FEATURES
LOCATION
LIFESTYLE
EXPERIENCE
ASPIRATIONS
PERSONAL
REA
SON
EMO
TION
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
REA
SON
EMO
TION
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
REA
SON
EMO
TION
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
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
REA
SON
EMO
TION
Location: Nassau, The Bahamas
Property: British Colonial Hilton NassauRate: $215 Per Night
Marital Status: Married with Children
Household Income: $250k+
Interests: Foodie
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
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
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
Mobile Users
Personalization
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 44
DynamicCreative
DigitalAudio
Digital Out of Home
TV: Connected and Linear
What’s Next?
© 2018 Adobe Systems Incorporated. All Rights Reserved.
Connected TV
45
$8.2BProjected 2018
Spend
Connected TV completion rate
98%
2xY/Y Growth
Of households have Connected TV
devices
71%
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
Understand the Impact of Connected TV on Digital Conversions
46
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
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
0
100
200
300
400
500
600
700
800
900
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
47
Impressions (for scale)
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 48
DynamicCreative
DigitalAudio
Digital Out of Home
TV: Connected and Linear
What’s Next?
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
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.
49
* Pandora currently in testing
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
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.
50
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
Measure Audience Overlap by Inventory
51
$-
$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
0%
10%
20%
30%
40%
50%
60%
Spotify OnDemand Video OpenExchange Video CrossScreen Video
% Audience Overlap Spend
National Insurance Provider
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 52
DynamicCreative
DigitalAudio
Digital Out of Home
TV: Connected and Linear
What’s Next?
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
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
2017 Adobe Systems Incorporated. All Rights Reserved.
+13%Lift in Purchase Intent
+16%Lift from Place-based Open Exchange
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 54
DynamicCreative
DigitalAudio
What’s Next?
Digital Out of Home
TV: Connected and Linear
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
TV & Search: Connecting TV Views to Actions
55
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
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
WHAT’S NEXT?
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
Show Uru Demo Reel
© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .
Leading in the Present
Shaping the Future