HOW MARKETERS CAN NOW CREATE ADS ON-THE-GO
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.