As advertisers shift to buying a majority of digital advertising through automated software, advertising technology tools are frequently stuck in the desktop computer era, leaving mediatraders few options for managing campaigns when outside of the office or away from their computer.
To address these challenges and opportunities, Adobe today announced the release of the Adobe Advertising Cloud Mobile App, the industry’s first mobile app for cross-channel advertising campaign management to provide marketers the tools they need to ensure performance and delivery wherever they are. Adobe’s internal digital advertising team began testing and using the mobile app this quarter.
Available for free to current customers on both Android and iOS, Adobe Advertising Cloud’s mobile application enables marketers to stay connected and manage their cross-channel advertising campaigns on-the-go from anywhere in the world. The app’s features include:
• The ability to monitor campaign-level performance and delivery metrics in real time directly from a mobile phone or tablet device
• The ability to swipe-to-activate and automatically pause campaigns based on pre-set parameters, such as budget caps or impression totals
• At-a-glance placement-level reporting for all metrics available within the platform on desktop computers, including total spend, impressions, viewability rates, click-through rates, completion rates and more
In addition to the mobile app, Adobe Advertising Cloud clients will also enjoy expanded cross-channel advertising capabilities with the addition of automated, data-driven buying of digital audio advertising formats on desktop and mobile devices. Today, digital audio streamed on mobile devices represents a $200 million advertising opportunity.
Last year more than one-third of the US population listened to over 59 billion ad-supported audio streams using digital music streaming services. In collaboration with Rubicon Project, the Global Exchange for advertising, advertisers can now extend their advertising initiatives with the ability to plan and buy media across premium digital audio environments.
By adding digital audio formats to its media planning and buying software, Adobe Advertising Cloud enables marketers to centralize targeting and reporting across devices including desktops, smartphones and tablets, and message sequentially across formats, such as an audio ad followed by a video ad to move consumers down the funnel along the path to purchase. Advertisers can also leverage Adobe Advertising Cloud’s native integration with Adobe Analytics Cloud to layer first- and third-party data to target behavioral, demographic and geographic audience segments, and receive Nielsen-verified audience reporting on consumers’ age and gender.