Ad sales acceleration.

Boosting revenue in the new world of data-driven advertising.
 
 
The challenge
 

Connecting advertisers with more detailed audiences. 

For media companies, driving ad revenue is not what it used to be. Consumer media consumption patterns are changing radically. Advertisers are no longer satisfied with generic, broad-reaching advertising methods and are demanding better performance from their spend. Digital media giants are using their data to disrupt the industry. You’ll probably recognize the following obstacles:
 
“Without specific audience data, I can’t get advertisers to agree to higher CPM rates.”
Advertisers want to be able to deliver their message to specific audiences. If you don’t have enough detail about your audiences, advertisers won’t be willing to spend more. 
 
“I have poor yield when I guarantee audiences against third-party demographics.”
Publishers hurt their yield with inaccurate delivery on campaigns that are guaranteed against third-party measured demographics.
 
“I don’t have enough inventory that reaches audiences in high demand.”
Publishers need to supplement their owned and operated inventory with additional supply that reaches high-value audiences. But the supply must be brand-safe and fraud-free.

Top challenges that keep you from maximizing ad revenue.

Not allowing advertisers to use their preferred audience data.
 
Not allowing advertisers to use their preferred audience data.
Difficulty winning deals with non-endemic advertisers.
 
Difficulty winning deals with non-endemic advertisers.
Too much waste when guaranteeing against third-party measurement.
 
Too much waste when guaranteeing against third-party measurement.
Advertiser demands for better performance to justify increased CPM rates.
 
Advertiser demands for better performance to justify increased CPM rates.
Limited inventory to meet demand for high-value audiences.
 
Limited inventory to meet demand for high-value audiences.

Media companies need to provide better experiences to ad-weary consumers.

 
Ad-blocking software was present on 615 million  devices globally at the end of 2016

Ad-blocking software was present on 615 million devices globally at the end of 2016. 1

Netflix, an ad-free media streaming service,  has over 50 million U.S. subscribers —  more than the total number of customers for the  country’s six largest cable companies combined.

Netflix, an ad-free media streaming service, has over 50 million U.S. subscribers — more than the total number of customers for the country’s six largest cable companies combined. 2

1 Matthew Cortland, “The State of the Blocked Web: 2017 Global Adblock Report,” PageFair, February 1, 2017.
2 Tom Huddleston Jr, “Netflix Has More U.S. Subscribers Than Cable TV,” Fortune, June 15, 2017.
 
The solution

Capture the audience insights your advertisers need.

 
Ad sales stagnation vs. Ad sales acceleration.
Ad sales stagnation occurs when you don’t take a data-driven approach to advertising. You can’t meet your advertisers’ demands for better performance, and that makes it challenging to increase your revenue. Your ad sales flounder, raising CPM rates is harder, and you waste too much inventory while underdelivering to intended audiences.
 
vs.
 
Ad sales acceleration happens when you embrace the new advertising landscape and focus on providing deep audience data. This data allows advertisers to understand their audiences and know who they want to reach with ad content. Data-driven advertising leads to increased revenue for you and better ad performance and ROI for your advertisers.

Ad sales acceleration = Generating better yield from your ad inventory by using deep insights about audience attributes, behavior, and demographics.

Despite upheavals in the advertising industry, having the right audience insights can help your company to:
DEEPEN
 
DEEPEN
your audience understanding by activating first-, second-, and third-party data.
INCREASE your existing ad inventory yield by reducing waste with audience-based selling.
 
INCREASE
your existing ad inventory yield by reducing waste with audience-based selling.
EXTEND your inventory by finding additional opportunities to reach high-value audiences.
 
EXTEND
your inventory by finding additional opportunities to reach high-value audiences..
 

The Adobe advantage

Technology to deliver the ad experience your customers want.

Our products give media companies like yours the power to deliver ad experiences that benefit you, your advertisers, and even ad-weary consumers. By combining audience data across a multitude of channels, devices, and platforms, you can gain unprecedented visibility into your audience that helps your advertisers best connect with them. In turn, your audiences receive more relevant ad experiences, and you can increase your own ad revenue.  

Our tools help you easily combine and access first-, second-, and third-party audience data for deep insights beyond age and gender demographics or content affinity. You can capture viewer consumption data across devices and tie people and households to devices with a mix of deterministic and probabilistic data sets. 

Machine learning from Adobe Sensei uses your data to create audience segments that are optimized to deliver against demographics measured by third parties. You can easily activate those segments through your video ad server across virtually every device. With built-in analytics, audience management, dynamic ad insertion, and a programmatic ad platform, we help you influence the factors that will increase your ad revenue. Also, we can simplify how you access programmatic purchases and how you share data with your advertisers because many of them are Adobe Experience Cloud users, too.
Four ways we can help you increase your ad sales.
Gain better insights on your audience and inventory across platforms.
 
Gain better insights on your audience and inventory across platforms.
Cut waste with accurate audience definitions.
 
Cut waste with accurate audience definitions.
Add inventory that reaches the right audiences.
 
Add inventory that reaches the right audiences.
Increase CPMs with audience-based ad targeting.
 
Increase CPMs with audience-based ad targeting.
 

Customer story

Fairfax Media
Deeper audience data brings higher ad conversions.
With help from Adobe Advertising Cloud, Fairfax Media New Zealand is able to identify and build high-value audiences. This helps their data-driven customers reach higher conversion and response rates with targeted ads that are relevant to their online audiences. And Fairfax Media is boosting their own ad sales in the process.

Michael Berg Director of Web Product Management, Citrix

“By continuing to make our websites relevant for audiences and advertisers, we’re in a strong position to keep our top spot as New Zealand’s leading news website.”

 
Fei Bian Goh
Senior Product Manager, News & Membership, Fairfax Media NZ

With Adobe, Fairfax Media was able to:

  • Combine online and offline audience data to develop unique, high-value audience segments
Increased response rate by 300% for an insurer

Increased response rate by 300% for an insurer 

Increased response rate by 300% for an insurer

Increased customer acquisition by 50% with newsletter ads

Increased response rate by 300% for an insurer

Increased conversion by 10% for a finance advertiser

  • Grow from fifth largest to second largest website in New Zealand

Our customers thrive where others struggle.

We provide ad sales acceleration tools and guidance to media companies like yours. Not only can you survive in the turbulent world of data-driven advertising, but you can lead your market with the advantage of knowing your audiences and how to best connect advertisers with them.  
You can reduce waste when guaranteeing against third-party measurements
You can reduce waste when guaranteeing against third-party measurements.
You can raise CPM rates thanks to deep audience insights.
You can raise CPM rates thanks to deep audience insights.
You can supplement your inventory with high-value audiences.
You can supplement your inventory with high-value audiences.

Accelerate your ad sales.

 
Understand and build your highest-value audience segments, eliminate waste in your ad inventory, prove your value to advertisers, and drive ad sales in ways your competitors can only dream of.