Adobe is entering the world of virtual reality with new Adobe Primetime products. The company unveiled Virtual Cinema, a feature that will allow Primetime clients to develop customizable virtual environments for users to view traditional video content in. It aims to transport viewers into a cinema, a home theater, or a branded atmosphere, where product placement will also be possible.
Moreover, Adobe is adding a tool in Primetime that produces immersive videos that viewers can enjoy in 360 or 180 degrees with a Samsung Gear VR or Google Cardboard headset. Adobe is also enabling pre-roll, mid-roll, and post-roll ads for both 360 viewing and virtual cinema.
What Brands Need To Do
By introducing these tools, Adobe is opening the door for brand marketers to enter the virtual reality space. With the quickening pace of VR development and the increasing number of platforms supporting immersive video content, virtual reality is well-positioned to capture mainstream consumer attention soon. As the audience size for VR content continues to grow, brands need to be proactive in utilizing the new tools available to reach consumers in an engaging and immersive way.
Following the debut of its Audience Marketplace last November, which allowed brands to more easily share their first-party data, Adobe has announced a new Cross-Device Co-op program to further facilitate data cooperation between brands. The company will use contributed logged-in data from any single brand to determine groups of devices owned by an individual or household, and all other brands participating in the co-op program can tap into that data to accurately track and target identified users across those devices. Adobe promises that users can opt out of this tracking and that all users are anonymized.
What Brands Need To Do
As consumers jump from device to device throughout the day, it is important for brand advertisers to figure out how to identify people instead of devices. At the moment, marketers often depend on utilizing Facebook and Google log-ins for cross-device tracking and targeting. This new tool from Adobe should help reduce marketers’ reliance on those platforms and provide brands with improved attribution, more effective targeting capabilities, and an overall better understanding of their audiences.
Adobe promises to help retailers eliminate ads for products that the targeted consumer has already bought. It is making its Marketing Cloud ad platform “history-aware” by incorporating past behavioral data including purchase histories into retargeting, the company announced at the National Retail Federation’s annual retail conference earlier this week. Moreover, Adobe is also tapping into contextual data to help retailers send more relevant triggered messaging to prospective customers via email, texts, or push notifications.
What Retailers Need To Do
Adobe’s new addition to its ad platform helps eliminate one particularly annoying part of digital advertising – being retargeted by ads that are no longer relevant. It also highlights the value of integrating customer data into their digital efforts, something that retailers should work with their ad tech vendors to implement, which will make for more effective retargeting and ultimately drive better sales.
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Adobe and Nielsen have announced a strategic partnership to build and support a cross-platform system for measuring online TV, video and other digital content across the Web and mobile apps. The collaboration integrates Nielsen’s digital audience measurement products with Adobe’s Analytics (digital analytics) and Primetime (online TV delivery) platforms. As consumers expand their video consumption across screens, the media industry needs stronger digital and cross-platform measurement like this to better adapt to the changing market.
According to TechCrunch, Adobe is getting ready to announce new predictive tools for Adobe Social that will allow brands to optimize and predict engagement for posts on Facebook before they go live. While we’ve seen similar products in the space that analyze text and content type, Adobe’s access to unique user data and performance stats for a wide range of brands may give it an edge over competitors. The Facebook program should launch this summer, with predictive tools for other social media outlets getting added to the mix later this year.
Adobe Digital Index: Q3 2012 Global Digital Advertising Update
iPad continues to create ripples through the mobile, eReader, and online applications worlds. Here are five ways the device is transforming the Web as we know it:
1) Where has all my flash gone?Â Or Hello, HTML 5
This is playing out in the press with a great flourish as everyone scrambles to understand appleâ€™s strategy and relationship with Adobe.Â Â 85% of the top websites use flash (according to Adobe Labs) so Flash isnâ€™t going to go away but HTML 5 will be a new way to navigate the web and consume applications,Â without relying on Java or other plugins.Â The very nature of how pages are built and how you navigate the web will be an application metaphor.Â And playing off the current popularity of location based services, with HTML5, the browser on any device can detect the userâ€™s geographical location if approved by that user. Â This makes it possible for web pages to explore location aware experiences.Â Â And video consumption will also really benefit because you wonâ€™t be relying on proprietary plug-ins that are CPU intensive.Â And as of this week, Revision 3, a popular broadband TV site, announced it now supports video playback on the Apple iPad, thanks to its foray into HTML5.Â Youâ€™ll see other major video consumption sites follow suite as the game changes again for video on and offline. Â (HTML 5 will also be a player in the set top box world) Continue reading “How the iPad is reshaping the Web”