Adobe upgrades Marketing Cloud with mobile, video features

Dive Brief:

  • During the Adobe Marketing Summit in Europe, the tech giant announced a handful of upgrades to its Adobe Marketing Cloud, according to reporting by Adweek.
  • One new feature is the integration of Adobe Dynamic Optimization with the Marketing Cloud, giving marketers a way to target specific high-value segments as well as personalize content in retargeting campaigns.
  • Its Media Optimizer has been expanded to allow marketers to buy and optimize video display ads across the internet. Previously it was limited to video ads on Facebook. Adobe’s new Mobile Audience Acquisition is designed to handle app install campaigns.

Dive Insight:

The new features for the Adobe Marketing Cloud all cover areas that are of high concern for marketers right now – personalization and targeting, online video advertising and driving mobile app installation.

The move is also indicative of a growing trend of large tech firms with martech suites looking to bolster and broaden their offerings. The various firms – including the Salesforce Marketing Cloud, and IBM and Oracle’s platforms picked up via acquisition – aim to provide marketers with a one-stop shopping experience for different martech pieces such as data management, email automation and ad tech.

The consumer experience has also become a big point of focus of marketers. Adobe’s expansion of its targeting products will be something that marketers will pay close attention to, especially as they look to improve personalization in their campaigns.

« Consumers want relevant ads that have some meaning to them. Instead of having to create hundreds or thousands of different ads permutations, you can create simple templates. And then those are feed-driven, and they dynamically input the right elements based on what is known about the consumer, » Tim Waddell, director of product marketing for advertising solutions at Adobe, told Adweek regarding Adobe Dynamic Optimization.

For the most part marketers look to find best-in-class among different pieces as long they can be integrated. Because marketers are now the main tech buyers in many companies, including enterprise class businesses, the biggest tech players out there see a potential windfall of a marketplace if they can meet all of the different martech needs.

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