Adobe Advances Its Programmatic TV Offerings


A lot of people think of Adobe as the company that created the “PDF,” or perhaps popular graphic design programs for the PC such as Photoshop and Dreamweaver.

Yet, Adobe also seeks to be a big player in television ad sales, and believes that the impact of TV ads in today’s multiplatform environment is being limited by “legacy silos.”

That’s why Adobe on Monday launched Adobe Advertising Cloud TV—a programmatic solution for TV advertising that builds on TubeMogul‘s PTV (Programmatic TV), the three-year-old platform recently acquired by Adobe.

In an announcement distributed Monday (6/19) by Adobe, the company explained, “Traditional TV, over-the-top (OTT), video on demand (VOD) and connected TV apps all compete for viewer attention – and ad dollars. However, TV ads aren’t having the impact they once did. Less than one-third of Americans (26%) believe the TV ads they see are relevant to them, according to Adobe Digital Insights’ most recent advertising report. Legacy silos – between TV and digital, data and execution, and media planning and buying – are impeding advertisers’ efforts to reach viewers effectively.”

Thus, automated, data-driven planning and buying of TV advertising can, in Adobe’s view, address these challenges.

The platform enables buying of TV ads in all of its forms – including live linear TV, addressable TV, connected TV, VOD and OTT – and brings brands reach to more than 95% of U.S. households.

New Advertising Cloud capabilities include an integration with Adobe Analytics Cloud to enable brands to use first-party audience data to better target linear TV ads.

Marketers can also plan and buy TV ads against audiences that have already demonstrated intent through online searches.

Additional datasets from pay TV providers, MRI and TV manufacturers are designed to boost marketers’ ability to plan, target, buy and measure discrete audiences.

Adobe Advertising Cloud TV offers access to linear and on-demand inventory from brands like NBCUniversal, Univision, A&E Networks, and Discovery Communications, among others.

“Programmatic TV has been a critical component for us as we work with clients to apply more data to increase the effectiveness of traditional TV buys,” said Mike Law, EVP/Managing Director of Video Investments at Dentsu Aegis Network. “The launch of Adobe Advertising Cloud TV enhances the back-end data access and tool set we can use to improve efficiencies and deliver targeted audiences at scale.”