Adobe Cuts Print Spending, Turns Focus to Online Ads
Creative software developer Adobe Systems, makers of popular tools like Photoshop and Flash, will be cutting its spending on print advertising to spend more on online advertising, says Marketing Week.
According to the publication, Adobe has seen a lot of success with print advertising, but has decided to pay more attention to the Web. Today, the company announced that it would be working with Photobucket to provide the online photo sharing service with a suite of online video-editing tools based on Adobe Premier and powered by Flash. Adobe acquired Flash when it purchased Macromedia in 2005 for $3.4 billion in stock.
“We aim to simplify the powerful editing and compositing capabilities that make Adobe software the undisputed creative leader, so that anyone can post eye-catching compositions online,” said John Loiacono, Adobe’s SVP of creative solutions in a statement.
According to Marketing Week, Adobe is moving away from print because of reduced ROI and the inability to measure ad effectiveness.
Adobe says it will strike deals with more online properties and media companies over the next few months to provide free ad-supported services that can also serve as a gateway to the company’s premium software products like Adobe Premier and Photoshop Elements.
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