Adobe still has its head in the clouds, but it looks like that’s a good thing. As Adobe Summit, its yearly marketing conference, begins in Las Vegas, Nevada, Adobe unveils two new “clouds,” which in Adobe-speak are bundles of connected resources for accomplishing a central goal. The new offerings are Experience Cloud and Advertising Cloud, and Summit attendees are sure to hear a lot about them.
Recognizing the importance of creating strong ties with consumers to drive brand loyalty and future growth, Adobe has created Experience Cloud which helps brands create “a well-designed, personal, and consistent experience that delights customers at every touchpoint,” explains Brad Rencher, Adobe’s executive vice president and general manager for digital marketing. “At Adobe, we believe experience is the great differentiator.”
Components of Experience Cloud include an extensible platform, data, and content systems, as well as an ecosystem of supporting partners. It works with Adobe’s existing Creative Cloud and Document Cloud platforms.
As the chart below shows, Experience Cloud is made up of three sub-clouds: Marketing Cloud, Analytics Cloud, and Advertising Cloud. While Adobe is no stranger to advertising, the Advertising Cloud is also new. Adobe calls it the industry’s first cross-channel ad platform for uniting creative assets, data, and media buying across TV and online video channels, as well as search, display, and mobile. Its purpose is helping advertisers use the data they’re getting to inform their media buys.
Advertising Cloud brings performance and brand advertising data together so advertisers can see it all in one place, and view their campaigns in a cohesive way, Adobe says. It’s made up of three Adobe Media Optimizer (AMO) components: AMO Search (a search management platform), AMO Demand Side (for automating video, programmatic TV, display, and social ad buying), and AMO Dynamic Creative Optimization (which ties in with Creative Cloud).
Advertisers can use Advertising Cloud to plan, buy, and measure cross-channel campaigns; reach targeted audiences across screens (reaching 90 percent of an audience segment, Adobe says); and maintain brand safety.
“With Adobe Advertising Cloud, brands can centralize all advertising planning and buying through one trusted platform with full transparency into exactly where their ads appear and how effective they are at driving meaningful business results,” says Brett Wilson, vice president and general manager for advertising at Adobe. “We are bridging longstanding media gaps—not just between TV and digital, but also between brand and performance advertising.”
Come back to OnlineVideo.com for more Adobe Summit updates at the conference continues.