Adobe makes targeted audio advertising in the car possible
In view of the rapidly increasing range of internet services between voice control, automated driving and infotainment systems, as well as the ever-increasing amount of time consumers spend behind the wheel, the connected car of tomorrow offers unique customer loyalty potential. In order to take advantage of these new opportunities, car manufacturers and brand apps need to provide consistent and personalized digital experiences for drivers and their passengers without losing sight of the safety aspect. They are now receiving valuable support from Adobe: with new functions in the Adobe Experience Cloud for car-related analysis, personalization and advertising, Adobe enables companies to provide their customers with an inspiring customer experience in the car.Targeted delivery of audio advertisingThe driving experience is already dominated by more and more digital radio and music streaming apps. Against this backdrop, the Adobe Advertising Cloud offers targeted audio advertising as part of its cross-channel spectrum. Advertisers can further personalize their in-car audio advertising using first-hand customer data and data on favorite artists and music genres. Once a driver hears an ad, the advertiser can also target their audience through other channels - such as video, display, social media or search - to further boost ad response and conversion rates.Kick-starting a new connected car experienceThanks to the new functions in the Adobe Experience Cloud, car manufacturers and car software developers can make use of customer data from multiple touchpoints to provide drivers and passengers with content of all kinds, for example individual playlists, various recommendations on the road or even acoustic advertisements. The ten largest car manufacturers in the world are already using the Adobe Experience Cloud to provide their customers with an increasingly enjoyable driving experience. Adobe is working with these companies as well as major players such as Project Automotive Grade Linux "In the automotive industry, we firmly believe that digital experiences in the car will soon be more important than the vehicle itself. This will open up completely new revenue streams and turn companies into true experience merchants," says Amit Ahuja, Vice President for Startups at Adobe Experience Cloud. "In times of rapidly rising customer expectations, it is essential to combine content with data-based insights in order to meet the individual wishes of customers. Connected cars are increasingly becoming the focus of public attention - Adobe offers companies the tools they need to create exceptional experiences. And this is completely independent of where they strive for customer loyalty."Further functions of the Adobe Experience Cloud:Better understand customer behavior in the car: Adobe is further expanding its measurement functionality in Adobe Analytics Cloud so that behavioral signals such as voice interactions can now also be recorded. In combination with customer data from other channels, these insights enable the creation of highly personalized experiences. For example, a recommendation service could recommend a nearby restaurant based on the current location and personal preferences. Thanks to AI and machine learning in Adobe Sensei, companies can understand customer behavior even more precisely, automatically analyze their behavior and make recommendations. If, for example, a voice interaction fails and the driver has to resort to the touchscreen, the company can be notified and thus remedy the situation immediately.Play personalized content in the car: Insights from customer data can be combined with the Adobe Marketing Cloud further optimize and exploit. With Adobe Experience Manager, companies can create, control and deliver context-based, compelling experiences, such as music or messages on in-vehicle screens. Adobe Target enables a wide variety of in-car content variations and Adobe Campaign allows messages to be delivered in any format, enabling direct, personalized interaction with drivers and passengers. For example, a car manufacturer could use voice output to send a customized message about new, individual leasing offers.
