• by Laurie Sullivan  @lauriesullivan, November 13, 2017

Adobe on Monday announced the launch of its global Experience Business campaign, which its executives believe is the largest cross-media ad campaign to be implemented through a programmatic platform.

The campaign emphasizes Adobe’s belief that deep intelligence and amazing design are fundamental to creating compelling experiences that help brands stand out. Participating brands include Caesar’s Entertainment, Carnival Corporation, Franke Group, Holland America Line, Pandora, Princess Cruises, Sydney Opera House, UBS and T-Mobile. The initial rollout is planned for the U.S., UK and Germany beginning November 13. The campaign will run through January 2018.

"We’re definitely watching the results with an eye toward future strategy, but it’s more that automated buying is one of the best ways to reach our target audience with the 'Make Experience Your Business' message," said Steve Weeks, director of media strategy and planning at Adobe. "We think programmatic buying has grown up, and are confident that Adobe Advertising Cloud will showcase how technology can best personalize ads across screens."

Beyond ensuring that Adobe reaches and engages its target audience, in this case C-level executives like CMOs, CIOs, CXOs, the company's looking at media delivery indicators such as reach, impressions, CPMs, video views and completions.

Weeks said the campaign also will use the BrandSights measurement capabilities within Adobe Advertising Cloud to assess the impact on awareness and perception across media channels such as video, display and audio.

The goal of the advertising is to create awareness and enhance perceptions of the Adobe Experience Cloud. Ultimately, Weeks said, Adobe wants to create urgency around the need to become an experience business and help brands capitalize on that.