Adobe tapping into auto industry for digital marketing

Adobe Systems aims to bring digital marketing to cars, geared for the driverless EVolution.

The company announced this week new automotive-focused analytics, personalisation and advertising capabilities in Adobe Experience Cloud it says gives brands the ability to deliver customised consumer experiences.

The new analytics service can allow companies to capture behaviour signals, such as voice interactions and song selections. It could help offer discounts at businesses using navigation data, or assist with audio advertisements, for instance.

Adobe says the 10 largest automakers in the world already use Adobe Experience Cloud to deliver customer experiences. It is working with them and others making vehicle designed applications, like the Automotive Grade Linux project, to advance new digital in-car capabilities.

“In-car digital services are opening up new revenue sources,” Adobe Experience Cloud emerging businesses vice-president Amit Ahuja says.

It’s expected vehicles will become true digital devices once driverless systems are introduced, with passengers likely to have more time for in-vehicle services.