Display advertising uses targeted banners, rich media and focused messaging to drive marketing goals from awareness to purchase. A demand-side platform (DSP) can help you to manage campaigns, extend reach and lead users through the purchase funnel with prospecting and retargeting display strategies.
Marketers are faced with display advertising challenges that limit effectiveness and drive higher spend.
Inability to personalise and optimise creative assets.
Difficulty measuring and managing across channels.
Lack of dynamic ad management capabilities.
Difficulty reaching high-value, curated audiences.
The right toolset can deliver display campaigns that improve your marketing across media channels.
With a feed from your unified data source, you can easily modify creative assets in real time to hit consumers in a personal way. Leverage key site analytics and first-party audience data to optimise ads with personalised messaging.
Unified campaign tools help you to understand and manage the entire scope of your display activities without having to stitch together separate systems.
Using ad retargeting capabilities, you can leverage interactions such as basket abandonment or product page views to deliver relevant content and messaging across various media to reconnect and move them to conversion.
With automated ad messaging redesigned for every user in real time, your display ad campaigns are more responsive, delivering personalised, relevant ads through your paid channels.
Adobe Advertising Cloud provides unified campaign tracking and reporting, real-time bidding, impression-level insights, multi-touch attribution reporting and more, so you can lift ROI and improve campaign performance.
Is it true that we get the best access to inventory by using channel-specific platforms?
Not necessarily. Fully integrated DSPs can connect inventory seamlessly. For example, Adobe Advertising Cloud has access to all the major ad exchanges as well as to 100+ premium publishers.
Is it possible to use data from partners and third parties to help refine our display targeting and retargeting?
Yes. A marketing platform such as Adobe Experience Cloud provides analytics from first-, second- and third- party data sources, so you can target ads using a holistic, 360-degree customer view.
Should I use a global data management platform?
Accessing available inventory in different regions requires servers located near markets where you’ll be bidding. If you’re looking to reach a widely distributed audience, then a global data management platform would work. However, smaller, regional hubs can be effective if you’re targeting distinct populations.
Can we get a complete view of ad inventory across TV, video, social and other channels?
Yes! Adobe has the only leading advertising solution that can access full inventory on all paid advertising channels.
Can I control inventory quality before we bid?
Yes, with a solution such as Adobe Advertising Cloud. Our media-quality intelligence integrations provide pre-bid targeting capabilities that allow you to better manage the impressions you buy.
Can we report return-on-ad-spend with Adobe Advertising Cloud?
Yes. You can report and optimise towards return-on-ad-spend and cost-per-acquisition for both single conversion events and weighted conversion objectives.