infoTECH Feature

October 26, 2010

Adobe Collaborates with Interactive Marketing Industry

Looking to define two new full screen ad formats for smartphones that support Adobe Flash Player 10.1 software and/or HTML5, Adobe collaborated with six leading digital advertising companies.

The companies that are collaborating with Adobe include EyeWonder, a Limelight Networks (News - Alert) business, Greystripe, Medialets, MediaMind, PointRoll and Sprout. Working with agencies and trade associations, such as the Interactive Advertising Bureau (IAB) and Mobile Marketing Association (News - Alert) (MMA), these companies will work to promote the ad formats across the online ad ecosystem. They can now increase efficiency in ad creation, trafficking, delivery and reporting by using a common format, agencies and publishers.

Adobe enables agencies to efficiently create, deliver, and optimize digital experiences across media and devices, maximizing ad spend and strengthening strategic relationships with clients.

“Our work with the advertising industry will define a new model for ads units and ad measurement in a marketing world being transformed by mobile communications,” said John Loiacono, senior vice president and general manager of Digital Media Solutions for Adobe, in a press release. “These new ad formats are a first step in establishing an industry example that is cross-platform and expected to become the volume standard on smart phones.”

Ads can now be delivered to devices that support Flash Player 10.1 or converted for HTML5 since they are authored in Adobe Flash Professional. Expanding to tablets and other new device classes, the current formats are designed to provide reach across major mobile platforms. For example, the FS-microsite ad format requires interactive product details and/or lead capture be built into the full screen expansion.

Recently, the company introduced its Adobe Digital Publishing Suite. The new solution offers a number of hosted services and viewer technology to publishers, leveraging which they can create, publish, optimize and sell digital content direct to consumers via content retailers and mobile marketplaces as well. The Digital Publishing Suite by Adobe has been built on the foundation of Adobe Creative Suite and Adobe InDesign CS5 software solutions.


Raju Shanbhag is a contributing editor for TMCnet. To read more of Raju’s articles, please visit his columnist page.

Edited by Jaclyn Allard
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