Adobe Advertising Cloud TV was launched last year and brought data-driven planning and targeting to video advertising across screens, including traditional TV. Adobe announced a new round of partnerships and integrations, including offline measurement at last week’s annual customer conference.
Adobe is now integrating Nielsen national TV ratings, CPG purchase data from Nielsen Catalina and Experian demographic and behavioral data for planning and targeting across addressable and linear TV screens. It even automated the planning, buying and execution of campaigns.
Even though the system is growing, there is limited access to linear TV inventory. Earlier this year, Adobe and NBC Universal announced that the two companies would enable self-service access to national linear TV inventory with advanced targeting capabilities and automated workflows.
Also included in the announcement, there was talk of a partnership between Adobe and Placed to measure the impact of linear TV advertising on offline store visitation. Placed’s product “Placed Attribution for TV” launched earlier this year. It has the capacity to track the impact of linear, addressable and over-the-top videos ads on store visits.
In partnership with agency Dentsu Aegis Network, Adobe and Placed tested the platform and offline tracking with “a major retail brand.” They measured the impact of linear TV on offline visits. The campaign drove an 8.4 percent lift in store visitation and into a 2.3x return on ad spend, according to Placed.