The FINANCIAL — Adobe announced on December 15 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, according to Adobe.
“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:
True Audience-Based Selling: Advertisers don’t want to spend money on audiences that don’t matter. With Adobe TVMM, media sellers can create custom audience packages that take into consideration viewer preferences, programming characteristics and the advertisers’ existing audience data. If a brand wants to target millennial sports enthusiasts or high-income earners in a specific metropolitan area for example, they can plan and execute it easily. Advertisers will see increased ROI, while media companies are able to charge higher rates to micro target audiences.
Advanced Forecasting Capabilities: Ineffective planning has a big impact on the bottom line when ads run against media that advertisers don’t want. Existing models of forecasting provide low accuracy or are very difficult to scale and integrate with new platforms. Adobe TVMM has an industry-first forecasting engine that pulls in signals such as seasonal fluctuations in viewership and programming schedules. Media sellers can accurately forecast inventory against specific audience criteria and confidently deliver on commitments to advertisers and agencies. At the same time, Adobe TVMM requires no change to existing ad tech infrastructure such as data collection and storage systems.
Reducing Media Waste: One of the big challenges facing media sellers are delivery guarantees. Advertisers want to ensure that their campaigns are delivered to agreed-upon audiences and rely on audience measurement data provided by third-party media currency providers such as Nielsen and comScore. The audiences defined by these third parties are often not the same as the ones defined by media companies, leading to guesswork and poor delivery rates. Money is left on the table as a result. Adobe TVMM addresses this issue by enabling audience targeting that aligns closer with the media currency providers, significantly improving on-target delivery across platforms and limiting media waste.