One of the banes of user’s internet experience are banners, and it comes as no surprise that many opt for ad blockers exactly because of these types of ads which are perceived boring and annoying at best.
However, Adobe plans to help marketers overcome their banner issues with a new platform they call Adobe Advertising Cloud Creative, which mixes multiple Adobe products for marketing to automate the process of resizing display ads and to improve personalization.
The necessary changes that come after a change in offer or conditions of some promotion used to take a lot of time, but now Adobe with its new platform speeds up those changes and simplifies targeting, AdAge writes.
For designers, Adobe Advertising Cloud Creative removes one of most tedious aspects of their job: creating hundreds of versions of what’s basically the same ad.
Justin Merickel, VP of media optimization at Adobe, says designers will hopefully appreciate the lift more than they fear losing their jobs to software. “Designers enjoy original creative concepting, but they hate the production around digital advertising banners and the many different sizes and iterations they have to produce for those banners,” Merickel says. “Although the marketer is asking for stronger velocity and quicker turns, it is really not the job of the designer to do all this production work.”
Cloud Creative combines Adobe’s creative tech, which automatically imports ad creatives and allows for small tweaks by using Photoshop, with its martech tools to target audiences with marketers’ data via Adobe Analytics. Customers can then execute ad buys through TubeMogul, which the company acquired in 2016 for $540 million.
“The idea is this will break down the creative and marketing silo and bring it together with software,” Merickel added.
