Thousands of digital professionals congregated in Las Vegas at Adobe Summit 2019—one of the largest digital marketing conferences in the world. Attendees heard about the latest news, announcements, tips, and tricks related to Adobe Experience Cloud products. In this first of a three-part series, R2i offers insights into the biggest stories that might impact your marketing efforts.
Adobe Helping Customers Deliver Relevant and Personalized Content
At Summit 2019, Adobe made several announcements regarding new partnerships, integrations and data-sharing initiatives. All of these initiatives are part of an overall effort to help businesses target users with more relevant and personalized content. Adobe also hopes to make it easier for business to get a better understanding of the different touchpoints within their customer journeys.
A new partnership between Adobe and Roku may mean repetitive television ads could soon be a thing of the past. One of the leaders in OTT, Roku has access to a plethora of first-party data, and Adobe Advertising Cloud customers will have the option to leverage that data to target viewers with more relevant ads. This deal between Roku and Adobe will improve the ad spend and targeting abilities of advertisers in the OTT space. Scott Rosenberg, GM of platform business for Roku, commented on the partnership by saying, “With the shift to streaming, marketers have an unprecedented opportunity to reach consumers in a targeted, relevant way on TV.”
In addition to television, Adobe also made an announcement about improving audio streaming advertisements through personalization in a new deal with Pandora, a popular online audio streaming service. Adobe is integrating with Pandora to expand Adobe Advertising Cloud and hopes to improve the audio user-experience through more targeted, relevant ads. The change will benefit advertisers through improvements in ad spend and programmatic buying tools, and the partnership will allow marketers to target and personalize ads to customers in ways that were previously unavailable.
Besides announcements about video and audio streaming, Adobe revealed a new data integration with LinkedIn. An Adobe press release states that Adobe and Microsoft “are aligning key data sources to populate account-based profiles in Adobe Experience Cloud, including Marketo Engage and Microsoft Dynamics 365 for Sales.” The partnership will enable B2B marketers to better deliver content, measure engagement, and target users. This deal will also “empower B2B marketers and sellers to easily identify, understand and engage B2B customer buying teams”.
Adobe and Microsoft also renewed their joint collaboration efforts, as seen in a Summit 2019 keynote between Adobe CEO Shantanu Narayen and Microsoft CEO Satya Nadella. This follows up an on last year’s Adobe Summit, where Adobe, Microsoft and SAP announced an open data initiative to improve customer experiences. The new integration this year between Adobe and Microsoft demonstrates a renewed commitment to collaborate and build better customer relationships.
Up Next: Experience Cloud Tools
All of these exciting partnership developments could very well play a key role in helping your company connect with customers at a deeper level in the next 12 months. In our next blog on Adobe Summit 2019, we will discuss announcements on improvements to supporting tools for Adobe Experience Cloud.
Recordings from the Adobe Summit 2019 sessions and keynotes are available to view here.