Wednesday, 13 September 2017 02:02

Adobe hits the road with in-car experiences, digital strategy

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Adobe says it is working with the auto industry to develop new analytics, content delivery and advertising capabilities designed to help advance connected cars from “voice to driverless and beyond”.

The company announced on Tuesday new automotive-focused analytics, personalisation and advertising capabilities in Adobe Experience Cloud that it claims give brands the ability to deliver unique consumer experiences.

According to Adobe, for auto makers and in-car app developers, customer data across various touch points can now be leveraged to inform different types of content including personalised playlists, on-route recommendations and audio ads.

Adobe claims the 10 largest automakers in the world already use Adobe Experience Cloud to deliver customer experiences, and it is working with these brands, along with ecosystem players like the Automotive Grade Linux project, to advance new digital in-car capabilities.

“In the automotive industry, in-car digital services are opening up new revenue sources and pushing brands to become true experience businesses,” said Amit Ahuja, vice-president of Emerging Businesses, Adobe Experience Cloud.

“With consumer expectations at an all-time high, content has to be informed with data insights to satisfy individual preferences. As car rides transform into immersive, personalised digital experiences, Adobe gives brands the tools to be exceptional no matter where they engage the customer.”

Adobe lists, and describes its development, of new connected car capabilities in Experience Cloud including:

  • Understanding drive time behaviour: Adobe is extending its measurement capabilities in Adobe Analytics Cloud so brands can begin to capture behavioural signals in the car such as voice interactions. Merged with customer data from other channels, these insights will drive truly personalised experiences. For example, a recommendation service could deliver a fast food restaurant promotion based on location data and known preferences. With AI and machine learning in Adobe Sensei, brands have a better pulse on user behaviour through automated analysis and recommendations. If a voice interaction failed and forced the driver to use the touchscreen for example, brands can be notified and improve the experience.
  • Delivering personalised in-car content: Data insights can be optimised and actioned through solutions in Adobe Marketing Cloud. Adobe Experience Manager lets brands design, manage, and serve contextual and engaging experiences such as music or news content on in-car screens. Adobe Target allows brands to perform and optimise different content variations in the car while Adobe Campaign gives brands a delivery platform for in-car messages in any format enabling regular one-on-one personalised engagement with drivers and passengers. A car maker could deliver a tailored audio message for a new and customised lease offer, for example.
  • Serving targeted audio ads: As top digital radio and streaming music apps continue to be added to the in-car experience, Adobe Advertising Cloud offers targeted buying of audio ads as part of its cross-channel offering. Advertisers can further personalise in-car audio ads using first-party data as well as a listener's favourite artists and music genres. And once a driver hears an ad, marketers can retarget audiences across other channels — including video, display, social and search — to drive message recall and conversions.

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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