HOW MAR­KETERS CAN NOW CRE­ATE ADS ON-THE-GO

Impact - - IMPACT | SPOTLIGHT -

Ad­vance­ments in Adobe’s Ad­ver­tis­ing Cloud will now al­low brands to tar­get cus­tomers in a cost-ef­fec­tive way, putting mar­keters in the driver’s seat with greater con­tent ve­loc­ity across ad plat­forms, and cus­tomiza­tion of the ad ex­pe­ri­ence.

At the Sum­mit, Adobe an­nounced sev­eral ad­di­tions to Adobe Ad­ver­tis­ing Cloud, in­clud­ing a new Ad­ver­tis­ing Cloud Creative and an ex­panded in­te­gra­tion with Adobe An­a­lyt­ics Cloud.

“De­sign­ers are spend­ing more and more time re­build­ing and re­siz­ing ads across dif­fer­ent plat­forms,” said Zarpana Kabir, Direc­tor, Busi­ness Op­er­a­tions, Ad­ver­tis­ing Cloud at Adobe. “Ad­ver­tis­ing Cloud Creative will func­tion as a self-serve plat­form for mar­keters and al­low them to mod­ify ads on the fly, so that de­sign­ers spend more time mak­ing im­pact­ful ex­pe­ri­ences, and less time just re­siz­ing ads.” Ad­ver­tis­ing Cloud Creative of­fers mar­keters con­trol over de­sign el­e­ments, ad­ver­tis­ing copy and as­sets used in dis­play ads, to al­low rapid roll­out of new mes­sag­ing and de­sign with­out start­ing the de­sign process again from scratch. Mar­keters can op­ti­mize/tar­get their dis­play ad­ver­tis­ing across ad sizes and make sim­ple changes to their ads them­selves, with­out need­ing to go back to their agency.

Kabir demon­strated how im­ages can be dragged and dropped into dif­fer­ent ad for­mats, au­to­mat­i­cally rendering the cor­rect sizes, with Adobe’s Sensei help­ing to in­tel­li­gently se­lect the most im­pact­ful parts of an image. Adobe is also bring­ing an­a­lyt­ics to the Ad­ver­tis­ing Cloud, pro­vid­ing mar­keters ac­cess to data in­clud­ing time-spent, page views, con­ver­sions and cus­tom met­rics for best use of me­dia for the ads.

Ac­cord­ing to a state­ment from Adobe, the en­hanced Ad­ver­tis­ing Cloud: 1. Per­son­al­izes ad ex­pe­ri­ence at scale; 2. Un­locks TV’s full po­ten­tial with pro­gram­matic and TV ev­ery­where; 3. Breaks through me­dia and data si­los with peo­ple-based ad­ver­tis­ing.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.