'Bringing together creative, data, media is key' - Adobe on Advertising Cloud Creative

Tyrone Stewart

Keith Eadie AdobeBack in March at its annual Summit in Las Vegas, Adobe unveiled an upgrade to its Advertising Cloud platform in the form of Advertising Cloud Creative – a self-serve platform for marketers that provides them with dynamic creative optimisation while offering control over advertising copy and assets.

The introduction of the platform is aimed at giving marketers more time to create engaging ad experiences instead of spending their time rebuilding and resizing ads across different platforms – something the industry has struggled with.

“I think it’s hugely important for the industry,” said Keith Eadie, VP & GM of Adobe Advertising Cloud. “And it’s not just Advertising Cloud Creative in that current form, it’s that the whole industry needs to do a much better job of intersecting creative, data, and media.

“We all have to do a much better job of creating technology and value chains that enables creative, data, and media to flourish together. Advertising Cloud Creative is just the first step in that. It enables great creative to be brought over from Creative Cloud and be put into a clear UI – that allows you to apply data to different creative packages and then provides a seamless way to activate media right from that tool,” he continued.

“We think it’s a hugely important step forward but you’re going to see us evolve that in many different ways along creative, data, and media to make that much more powerful.”

Eadie believes that the launch of Advertising Cloud Creative is somewhat analogous of the arrival of programmatic platforms – in the way they removed the pain of buying media via telephone or fax and have freed up people do more important things.

“I think Advertising Cloud Creative does the same thing around creative,” said Eadie. “It lets those rote, monotonous, and high-volume activities be automated – thus freeing up time to think about strategy, think about targeting packages related to different creative assets, and all of the things that float from that. I think people are going to embrace.”

The Advertising Cloud isn’t the only area of Adobe’s vast ecosystem to benefit from getting creative – with Marketing Cloud and Adobe Sensei, the company’s AI technology, gaining additional resources.

With increased integration across its ecosystem, Adobe is looking at ways it can marry its creative assets, data assets, and media activation assets to provide more value for brands and agencies.

“By enabling assets to be imported from Creative Cloud or assets to be imported from Adobe Experience Manager assets into Creative Cloud, we’re basically creating creative content workflows that make creative flow more seamlessly between our various solutions,” said Eadie.

“[Meanwhile], Sensei is applied in nearly everything we do. With respect to creative, it is applied in understanding how different creative is performing – in terms of the targeting packages that are applied – and then adjusting the investment appropriately, so that we’re continuingly optimising to the creative that’s working the best.”

With the vast number of tools at its disposal, Adobe believes it’s in a “unique position” to offer these kinds of integrations and solutions. And knows that its tools are already used by the majority of creative agencies around the globe.

Through the use of these creative tools, Adobe is able to create a workflow between its creative libraries and its Experience Cloud libraries, making “content flow rapidly and seamlessly between them,” according to Eadie.

Looking ahead, Adobe will continue to build on the connections it offers between its various solutions as it looks to “build value for customers between Analytics, Audience Manager, and the solutions on different channels that brands use to reach their consumers,” said Eadie. In doing so, Adobe hopes to enable brands to manage their customer journeys in a holistic manner.

Reiterating the importance of Advertising Cloud Creative, Adobe wants to help to help the industry to focus more on the relationship between creative, data, and media. Though, it is well-aware that its platforms are just the beginning and the industry really needs to work as one to create better digital advertising experiences for consumers.

“We gave the industry a hammer and everything looked like a nail,” said Eadie. “We gave them a set of programmatic platforms that allowed them to deliver ads at massive volume using third-party data of questionable value.

“Now, we need to retrench a little bit and react to what consumers are saying which is that too many ads are interruptive, too many ads are not relevant, very few ads are creating experience. And the whole industry needs to step back and say ‘okay, what is the marriage between creative, data, and media that delivers better advertising experiences?’. Because if there’s a better advertising experience, there’s a better consumer experience, then there’s a better business outcome for brands,” Eadie concluded.