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Reading: Intel’s Global Media Director: TV Is Still Big For Us
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B&T > Technology > Intel’s Global Media Director: TV Is Still Big For Us
Technology

Intel’s Global Media Director: TV Is Still Big For Us

David Hovenden
Published on: 22nd March 2017 at 12:18 PM
David Hovenden
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TV Dinners in the 1950's NSAPTV Eating in front of the television set became a way of life for many Americans in the 1950's. These children eat and watch on June 28, 1951. Photo by Arthur Brower / The New York Times Photo Archives
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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.

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David Hovenden
By David Hovenden
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David Hovenden is one of the co-founders of The Misfits Media Company and is B&T's editor-in-chief. He has been writing about advertising, marketing and media for more than 15 years. At the same time, he has also written for B&T's sister publication Travel Weekly on all matters travel related. Through this publication he can claim to have stepped foot on every continent in the world (now claimed to be eight, if you accept NZ is its own continent). He has also covered the business of law when he was editor-in-chief and publisher of Lawyer Weekly. Human Resources when he worked for that eponymously named title and a plethora of business and technology publications including, but not limited to PC Week, Australian Personal Computer, Web Week, Internet World, Factory Equipment News, Architecture Today and Building Product News. In his spare time David enjoys fishing, kayaking, fine dining and spending time with his family.

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