Adobe Unveils Advertising Cloud TV Integrated With Analytics
Zacks Investment Research | Jun 19, 2017 11:13PM ET
Adobe Systems Incorporated (NASDAQ:ADBE) on Monday announced the launch of Advertising Cloud TV and its integration with Adobe Analytics cloud. The move is aimed at improving advertisers reach with appropriate messages.
The move appears to be Adobe’s latest bid to boost its stake in the fast growing TV advertisement market.
Data-driven Planning and Purchase of TV Ads
The solution facilitates data-driven planning and purchasing of TV advertising. Adobe claims that the solution allows marketers to purchase all forms of TV ads encompassing live linear TV, connected TV, addressable TV, over-the-top (OTT) and video-on-demand (VOD) and thus could cover 95% of American households. Integration of the service with Adobe Analytics cloud enables marketers to leverage on first-party audience data to better tap linear TV ads.
Moreover, it allows targeting audiences who have already exhibited their intent through online searches. Further, marketers can plan target, purchase and measure discrete audience using additional datasets from pay TV providers, TV manufactures and MRI.
The service works with a number of broadcast and cable networks including NBCUniversal, A&E Networks, Univision, Discovery Communications (NASDAQ:DISCA) and others.
Notably, Adobe and Microsoft (NASDAQ:MSFT) have recently joined forces to boost their respective marketing and sales software products. The duo is working on a shared data format between Adobe’s Experience Cloud (marketing software suite) and Microsoft Dynamics (sales software) to allow the seamless integration of the two software systems.
We note that Adobe has had an impressive run on the bourse over the last one year. The stock gained 40.7% compared with the Zacks Zacks Investment Research
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