CHICAGO — Software and services company Adobe has deepened its roots into the advertising business to span creative, data, technology delivery and other areas, says Cary Goss, Head of National Sales for Adobe Video Advertising, during a fireside chat with with Beet.TV’s Ashley Swartz at the Beet.TV Advertising Leadership Summit in Starcom’s Chicago offices late last month.
They spoke about innovative ways brands are using first-party and other types of data, as well as how technology tools are being used for marketing.
As evidence of Adobe’s scope across the ad business, consider this — because of its late 2011 acquisiton of video platform Auditude, Adobe now ranks in the top 10 online video ad properties, according to comScore figures. Goss came to Adobe via that acquistion. He explains that Adobe works with companies such as Major League Baseball and DailyMotion for their video ad management and ad insertion. Adobe also has a foothold in ad creation via its software tools such as Photoshop. Then there’s the data side of the business, which is becoming more vital, Goss explains. On that side of the business, Adobe often operates as a “custodian” of data and works to assist clients in using that data to market and target more precisely.
He shares his approach with Beet.TV: “How can our tools and technology or data help you reach that new customer or target them better or understand the insights about how to empower a marketing campaign? That’s a very big business we have been invested in heavily,” Goss says. Because Adobe is a software company, it also aims to partner with data and measurement firms too, he adds.
The Chicago event was sponsored by Adobe Video Advertising.