Marketers continue to be challenged by siloed creative and media processes as well as disparate systems and platforms. At Adobe Summit, Adobe today debuted several additions to Adobe Advertising Cloud, part of Adobe Experience Cloud, designed to remedy these issues.
Advancements delivered today include Adobe’s new Advertising Cloud Creative and an expanded integration with Adobe Analytics Cloud.
Adobe’s new Advertising Cloud Creative is a self-serve platform that significantly expands Adobe’s Dynamic Creative Optimization (DCO) offering by giving marketers control over basic design elements—including advertising copy and assets used in display ads—to allow for the rapid rollout of new messaging and design without the painful and expensive steps of re-trafficking or starting the design process over from scratch. Creative assets that are designed in Adobe Creative Cloud will be automatically available in Advertising Cloud Creative, so marketers can take these assets, optimize/target their display advertising across ad sizes and make simple changes to their ads themselves without needing to go back to their agency or re-trafficking.
Adobe Advertising Cloud also debuted deeper capabilities with Adobe Analytics Cloud. A native integration with the Adobe Experience Cloud Device Co-op provides Advertising Cloud customers with a trusted, independent device graph to better reach consumers regardless of what device they are on. Other additions will help make advertising a more connected experience, including seamless attribution measurement (the ability to link ads bought through Advertising Cloud to business outcomes like purchases, measured by Adobe Analytics) as well as the ability to leverage brand metrics in the demand-side platform (DSP) to inform media buying decisions.
In addition, Advertising Cloud now includes features powered by Adobe Sensei, the company’s advanced AI and machine learning framework, to optimize the relevance and performance of search, display and video ads across all screens.
“We are tearing down the walls between creative, data and media in a way only Adobe can make possible,” said Keith Eadie, vice president and general manager of Adobe Advertising Cloud. “Many marketers today still struggle to deliver relevant advertising messages to their customers. We’re making it easy for brands to deliver well-designed, personalized advertising to consumers who may currently ignore their ads.”
How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]
The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]
Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]
A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]