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TV Media Management in Adobe Marketing Cloud Enables Audience-Based Selling, Accurate Forecasting for Media Companies
Consumers increasingly watch TV on a variety of devices. As a result, advertisers are now challenged with having to engage specific audiences across different devices and platforms – from traditional broadcast TV to streaming services and TV apps – with more relevant, personalized ads that drive ROI. While broadcast media companies have the reach that appeals to advertisers, they have had challenges effectively planning, measuring and monetizing content across an increasingly fragmented landscape.
Adobe (Nasdaq:ADBE) announced today its new TV Media Management (TVMM) platform in Adobe Primetime, enabling media sellers to better align their interests with advertisers in a multiscreen TV environment. While ad inventory was once sold on the basis of programming characteristics alone, media sellers can now leverage viewer preferences and attributes to drive true audience-based targeting and addressability. At the same time, Adobe TVMM offers highly accurate forecasting and planning through analytics and data management that introduce additional variables like seasonality. If the viewership for a show jumps for instance, this can be factored into the ad spend and the amount of impressions advertisers can expect.
“As viewers are changing the way they consume their favorite TV content across screens, advertisers and media companies must find improved ways to measure, plan and forecast their advertising in order to maximize the value of that content,” said Jeremy Helfand, vice president, Adobe Primetime. “Our TVMM platform capitalizes on the rich data in Adobe Marketing Cloud, enabling media companies to deliver great viewing experiences and letting advertisers target granular audience segments.”
Features in Adobe TVMM include:
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Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
View source version on businesswire.com: http://www.businesswire.com/news/home/20161214005432/en/
AdobeKevin Fu, 415-832-2266kfu@adobe.comorStefan Offermann, 408-536-4023sofferma@adobe.com
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