Adobe and Snap partner on Adobe GenStudio for Performance Marketing
Adobe announced today the general availability of Adobe GenStudio for Performance Marketing, a powerful generative AI-first application that empowers brands to organize, generate, remix and measure content for marketing and advertising campaigns. This new application addresses one of the biggest challenges facing marketers today: The need for personalized content across a myriad of channels and geographies is outstripping available budgets. In fact, between now and 2026, 64 percent of marketers believe that the demand for content will grow by at least 5x, driven by a consumer who expects relevant brand experiences that are dynamic across channels such as social media and mobile.
With Adobe GenStudio for Performance Marketing, brands have a single self-service application to create paid social ads, marketing emails, display ads and more — all with a new level of speed and agility. It brings together creative teams that define the foundational look and feel of a brand, with marketing teams that need to deliver variations at scale for demanding channels such as social media and mobile. A robust set of features enables users to locate brand-approved assets and create content variations with generative AI tools such as Adobe Firefly and third-party large language models. Compliance controls then ensure every piece of content protects and aligns with brand standards. A partnership unveiled today with Snap now allows brands to instantly activate Snapchat campaigns and connect with customers, while receiving direct performance insights for teams to adjust content in real-time.
Adobe x Snap
From global brands to small and medium businesses, Snapchat enables brands to connect with a global audience of over 850 million people, including over 75 percent of 13- to 34-year-olds in over 25 countries. On a platform where consumers share real-life moments, marketers can engage Snapchatters based on interests, behaviors, location and more, which requires a wide variety of ad content to reach the right person with the right ad at the right time.
Adobe’s partnership with Snap will enable brands to automatically send ad creative (including copy and images) — directly to Snap in pre-defined formats. As campaigns run in market, ad performance data will then be sent back to Adobe GenStudio for Performance Marketing. These insights will allow brands to adjust their ad content on a daily or even hourly basis, as trends and market conditions change.
“Snapchat provides a dynamic way for marketers to reach a valuable, highly engaged audience where they naturally have fun talking to friends and consuming content,” said Ali Rana, global head of business development, revenue and product partnerships, at Snap. “The ability to optimize ad content based on changing trends and market conditions is key to helping marketers drive their business goals. With Adobe GenStudio for Performance Marketers, we’re offering brands a way to not only create compelling ad experiences quickly and easily, but to back them with actionable engagement insights as well.”
GenStudio for Performance Marketing is the latest application within Adobe GenStudio, Adobe’s end-to-end content supply chain solution that optimizes the process of delivering content for marketing campaigns and personalized customer experiences. This new offering allows marketers to collaborate more effectively with their creative counterparts, through the effective reuse of content authored by creatives — combined with brand guardrails and robust review and approvals by creative teams. Marketers can better self-serve with rote tasks and free up creative resources to focus on higher value work, and both functions have better line of sight into content performance. With Adobe GenStudio for Performance Marketing, it has never been easier to deliver high-value experiences that can drive engagement and cement customer loyalty.