Adobe wants to make it easier for marketers to manage their digital ad campaigns when they’re on the go. The company recently launched the Adobe Advertising Cloud mobile app, which allows advertisers to oversee their cross-channel ad campaign by bundling the features they need to ensure a smoother performance.
The app helps clients stay in touch and manage their ad campaigns when they’re away from the desktop. It is available for free to current customers and works on both Android and iOS devices.
Among its top features, the app monitors campaign performance and delivery metrics in real-time from a mobile phone or tablet device. In addition, it offers the ability to swipe-to-activate and pause campaigns based on pre-set parameters such as budget caps or impression totals.
It also lets users activate and auto-pause their campaigns with a simple swipe. This can be combined with pre-set parameters, for example budget caps or impression totals.
Features that marketers can monitor include total spend, impressions, viewability rates, click-through rates and completion rates.
Additionally, Adobe has added automated buying of digital audio ads for mobile devices and desktops in order to expand its cross-channel ad capabilities. In 2016, more than one third of the US population listened to over 59 billion digital audio streams that were ad-supported.
Brett Wilson, vice president, Adobe Advertising Cloud, explains:
“Digital audio has exploded as a uniquely differentiated channel that gives advertisers the opportunity to target users not just based on their demographic or psychographic profile – but how they feel at a specific moment in time. This collaboration with Rubicon helps move Adobe Advertising Cloud one step closer towards our goal of helping marketers unify their advertising spend holistically across every channel.”
The integration is being driven by a collaboration with Rubicon Project, the exchange for mobile ads. Interested advertisers can extend their ad initiatives by purchasing media across digital audio environments.
In addition to using the new Adobe Advertising Cloud, advertisers can also leverage the company’s Analytics Cloud to use first- and third-party data to target audiences by demographics, behaviour, geographic audience segments and receive Nielsen-verified audience reporting on consumers’ age and gender.
“We are thrilled to be working with Adobe Advertising Cloud to give marketers the premium quality inventory and reach they need across all creative formats worldwide,” said Amy Coveny, global head of audio, Rubicon Project. “And with consumers flocking to mobile in-app audio, we are pleased to automate the buying and selling of today’s most in-demand advertising units.”