Julie Keshmiry, global media director, Intel has told the audience of Adobe’s Summit event in Las Vegas television remains a big part of its marketing and advertising plans despite the industry being a little crap at moving into the 21st Century.
“As a brand we have a lot of things on our mind when it comes to marketing and advertising right now. I’ll share two key things. We are increasingly taking greater control of our data and our advertising tech stack program.
“We brought some programmatic in-house, but we also do rely on our agency partners for a lot of things as well. Regardless our belief is transparency and access to the data can really only be had with a direct relationship with an ad-tech platform,” she said.
Keshmiry was brought onto the main stage of Adobe’s event to outline her use of the newly minted Adobe Advertising Cloud, formerly TubeMogul wrapped around a few of the other former Marketing Cloud products. She was joined by Adobe’s newly appointed VP and GM Advertising Cloud Brett Wilson, who was the founder of TubeMogul.
“The second thing I‘ll mention today is that we’re trying to take a greater audience first approach. We are working towards building robust audience profiles informed by data and to use that to architect better customer journeys.”
Keshmiry said Intel was using Adobe’s Audience Manager and she has found the company is really able to efficiently get at its first-party data and pull it and push it out with high match rates to better inform its advertising strategies.
“Digital is a big part of our mix, but so is television. As an industry we just seem to be accepting television and the evolution of it, along with automation and data capabilities, is a long way behind digital. And it’s at a slow pace.”
Adobe’s Advertising Cloud was going to make that process a lot more efficient for her and help force television to get up to speed, she concluded.