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.
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]