Adobe is helping advertisers deliver on their optimization and personalization initiatives with some interesting new ad tech and data science capabilities.
A new machine learning algorithm will automatically assemble creative elements based on the user and audience, enabling advertisers to dynamically alter ad content so that it's personalized and provides the most engaging experience possible. New capabilities in Adobe Media Optimizer also offer support for video ads, mobile audience acquisition and geo-targeting so brands can better reach customers with customized messages and offers across devices.
“Consumers’ expectations of online experiences continue to increase, with 85 percent of consumers stating they prefer ads that are tailored to their personal interests,” said Justin Merickel, vice president, Digital Advertising at Adobe. “The advancements in Adobe Media Optimizer and further integrations across Adobe Marketing Cloud give brands the confidence to deliver exceptional ad experiences across digital touch points.”
Advertisers and marketing also have access to some new data science capabilities in Adobe Marketing Cloud including the ability to auto-allocate, richer metrics for advertising (e.g. view and click based engagement), propensity scoring for remarketing, and a predictive subject line beta. There is also new font recognition and image curation functionalities in Adobe Creative Cloud and new document semantic analysis and image-processing techniques within Adobe Document Cloud.
“With Adobe Marketing Cloud, we are now able to view our audience universe from initial visit to conversion, with every touch point in between,” said Jeff Bernstein, senior vice president of marketing, eHealth. “The last open enrollment period was a testament to the advantages of an integrated solution. Not only did our customer visibility allow us to make better decisions and to act faster, we even managed to improve our cost-per-order while lowering budgets by 40 percent."