Adobe Summit: Audience Manager, Primetime, Internet of Things Marketing Announced

By Justin Lafferty Comment

Screen Shot 2015-03-09 at 9.13.17 PM

Adobe, a Facebook Marketing Partner, announced Monday night at its Adobe Summit a flurry of new capabilities — including two new additions (Adobe Audience Manager, Adobe Primetime) to the Adobe Marketing cloud and marketing options for the Internet of Things (IoT).

Brad Rencher, senior vice president and general manager, Digital Marketing Business at Adobe, discussed the new offerings in a press release:

Marketing has been driving digital transformation at the world’s largest brands, agencies and media companies. Now, marketing is moving beyond the marketing department and transforming how enterprises organize and engage with customers across every touch point. Enabled by a richer view of the customer, digital experiences are starting to change how we shop, open hotel room doors, interact with our cars and buy soda from vending machines.

Here’s a look at the new offerings from Adobe:

Adobe Audience Manager & Adobe Primetime

In addition to Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer and Adobe Campaign, the company announced at Adobe Summit two new programs into the Adobe Marketing Cloud toolbox: Adobe Audience Manager and Adobe Primetime.

The company explained in a press release:

Adobe Audience Manager and Adobe Primetime are now part of the Adobe Marketing Cloud. Audience Manager offers new capabilities to gain greater insight into customer journeys, including a new Audience Marketplace to buy and sell anonymous audience data, and cross-device identification that lets marketers take advantage of user authentications to target individuals in a household that share a single device.

Adobe Primetime is used by NBC Sports, Comcast, Turner Broadcasting, Time Warner Cable and others, now allows marketers and ad operations professionals to import first-, second- and third-party audience data into Audience Manager and execute ad campaigns targeting specific audience segments. With cross-device frequency capping, media companies can now deliver personalized ads across platforms, and ensure that a single user with more than one device doesn’t have to watch the same ad with more than the desired number of exposures.

Ad tech improvements

Adobe is also applying a deeper level of integration to its ad buying solution:

Programmatic ad buying continues to be a challenge for today’s advertisers, with too much focus placed on display ad bidding and multiple data vendors providing different buying methods and billing practices. Adobe today announced a solution, combining a new algorithmic engine and key advancements to Audience Core Services to unify audience targeting, buying, data and billing in one platform. The solution integrates audience and behavior data from a broad range of sources (including Web, mobile app and CRM systems), automates the execution of paid media campaigns through Adobe Media Optimizer and lets marketers use the same audience segments across earned and owned campaigns to deliver consistent experiences.

IoT - Car Dashboard

Marketing solutions for IoT

As the Internet of Things becomes more widespread, there will be a great race to market beyond laptops, cell phones and tablets, and into wearables, appliances and cars. The IoT is a major part of the Adobe Summit, and the company will showcase the newest technology. Here’s how Adobe is preparing companies to market through the IoT:

Adobe Marketing Cloud enables brands to extend the impact of marketing across more touch points including wearables and Internet-of-Things (IoT) devices. Adobe Experience Manager Screens and Adobe Target now bring highly personalized experiences to physical spaces like retail stores and hotel rooms and enable marketers to optimize content across any IoT device. The new IoT SDK lets brands measure and analyze consumer engagement across any of those devices, and new Intelligent Location capabilities allow companies to use GPS and iBeacon data to optimize their physical brand presence.

Adobe Summit keynote sessions can be viewed live online Tuesday, March 10, and Wednesday, March 11 from 9-11 a.m. MST.

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