Adobe on Monday announced the launch of Adobe Advertising Cloud TV to automate data-driven planning and buying of television advertising. One feature of the new platform will enable marketers to target audiences who have demonstrated intent through online searches.
The goal is to give marketers a more exact way to reach consumers with relevant messages. Interestingly, just 26% of Americans believe the TV ads they see are relevant to them, according to Adobe Digital Insights’ most recent Advertising Report. Tying search data into the equation gives marketers a better understanding of the consumer's needs.
The service builds on technology from the recent acquisition of TubeMogul’s Programmatic TV (PTV) platform, which first launched in 2014.
The platform enables marketers to buy TV ads in all of its forms, including live linear TV, addressable TV, connected TV, VOD and OTT, to reach more than 95% of American households. It also integrates with Adobe Analytics Cloud to enable the use of first-party audience data.
Additional datasets from pay TV providers, MRI and TV manufacturers will allow marketers to plan, target, buy and measure discrete audiences.
Mike Law, executive vice president and managing director, Video Investments at Dentsu Aegis Network, believes programmatic TV has been a critical component for the advertising agency to increase the effectiveness of traditional TV media buys.
In April, Adobe said it would become the first vendor to partner with Microsoft and integrate Bing Ads Custom Audiences into its platforms. The company went live with the integration earlier this month.
Custom Audiences enables marketers to identify the searches and the individuals behind them to gain incremental targeting parameters, Rob Wilks, VP, head of North America Search at Microsoft Bing, told Search Marketing Daily. At the time he said the move was a first for the technology company's Bing Ads platform.