Adobe (NASDAQ:ADBE) announced its TV Media Management (TVMM) ad planning platform in Adobe Primetime, intended to enable media sellers to better align their interests with advertisers in a multiscreen TV environment.
While ad inventory was once sold on the basis of programming characteristics alone, media sellers can now leverage viewer preferences and attributes for audience-based targeting and addressability. At the same time, Adobe TVMM offers analytics and data management that introduce additional variables like seasonality. If the viewership for a show jumps for instance, this can be factored into the ad spend and the amount of impressions advertisers can expect.
"As viewers are changing the way they consume their favorite TV content across screens, advertisers and media companies must find improved ways to measure, plan and forecast their advertising in order to maximize the value of that content," said Jeremy Helfand, vice president, Adobe Primetime. "Our TVMM platform capitalizes on the rich data in Adobe Marketing Cloud, enabling media companies to deliver great viewing experiences and letting advertisers target granular audience segments."
Features include:
- Audience-Based Selling: Media sellers can create custom audience packages that take into consideration viewer preferences, programming characteristics and the advertisers' existing audience data.
- Forecasting Capabilities: A forecasting engine pulls in signals such as seasonal fluctuations in viewership and programming schedules. Media sellers can forecast inventory against specific audience criteria with no change to existing ad tech infrastructure such as data collection and storage systems.
- Reducing Media Waste: Adobe TVMM addresses differences between third-party audience measurement data and media company targets by enabling audience targeting that aligns closer with the media currency providers to limit media waste.