Next Generation Ad Tech Performance Debuts in Adobe Marketing Cloud
May 11 2016 - 12:01AM
Business Wire
New Capabilities in Dynamic Content Optimization, Video,
Mobile and Location Data
Today at Adobe Summit Europe, Adobe (Nasdaq:ADBE) unveiled new
advertising capabilities in Adobe Media Optimizer that enable
brands to deliver creative ad content with deep data insights and
engage users with highly personalized messages and offers. This
includes advanced analytics that better leverage a prospect’s
journey online as well as new tools to help serve the most relevant
content at scale and in real-time. Support for video ads and mobile
audience and location data allows brands to reach customers through
highly effective ad formats across devices. New integrations within
Adobe Marketing Cloud let advertisers tap into a wider set of
consumer data to reach audiences across channels.
“Consumers’ expectations of online experiences continue to
increase, with 85 percent of consumers stating they prefer ads that
are tailored to their personal interests,” said Justin Merickel,
vice president, Digital Advertising at Adobe. “The advancements in
Adobe Media Optimizer and further integrations across Adobe
Marketing Cloud give brands the confidence to deliver exceptional
ad experiences across digital touch points.”
New advertising capabilities include:
- Creative Content at Scale:
Brands are challenged by the need to deliver the most effective
creative content in real-time, given the time and cost involved in
developing relevant ads. Adobe’s Dynamic Creative Optimization
(DCO) is now fully integrated across Adobe Marketing Cloud to
deliver personalization at scale. Advertisers can leverage granular
audience segments and move beyond binary ad targeting. For example,
instead of serving a standard promotion to a consumer who
researched flights and airfares, advertisers can add the consumer
to a high-value segment of aggregated and anonymous consumers and
deliver a custom ad with a free seat upgrade and priority boarding.
Advertisers can also incorporate content from Adobe Experience
Manager Assets and other digital asset management systems to take
advantage of a multi-channel approach where Adobe Creative Cloud
content is connected with other experiences across a brand’s owned
channels.
- Video Advertising: New support
for video ads in Adobe Media Optimizer enables brands to buy and
optimize both standard video on the web and on platforms such as
Facebook, with access to open exchanges, private marketplaces and
social networks. With Adobe Analytics, Adobe Audience Manager and
Core services, advertisers also gain better visibility into video
ad performance and attribution, with more precise segmentation to
reach high-value users.
- Mobile Audience Acquisition:
Consumers are becoming increasingly selective with apps, making
acquisition efforts more important than ever before. Through new
integrations with Adobe Analytics and Mobile Core Services SDK,
Adobe Media Optimizer offers a complete view of the customer
journey from app installation to usage behavior to conversions. The
data can then be used to target prospects that are most likely to
convert, driving downloads through more personalized ads and better
campaign optimization.
- Location Data: When geography is
added to the mix, brands can make ads even more relevant. Adobe
Media Optimizer can now leverage location information to adjust
bids on search ad impressions. These bids can then be adjusted
in real-time based on the conversion probability for individual
geographies. Display and social continue to use geo data from
publishers to deliver more relevant ads to consumers.
- Reporting Advancements: Tight
integration with Adobe Analytics enables advertisers to
accurately analyze ad performance and report actionable findings
across the organization. Metrics such as view and click-based
engagement will enable brands to understand in real-time how
consumers engage with ads across channels. With better insight into
what’s driving conversion, campaigns can now be optimized to target
the highest value consumer segments. New reporting tools help
ensure that analysts spend minutes, not hours, uncovering insights.
Through Analysis Workspace in Adobe Analytics, teams can
use an intuitive, drag-and-drop visual interface to produce reports
that anyone in the organization can easily understand and use.
“With Adobe Marketing Cloud, we are now able to view our
audience universe from initial visit to conversion, with every
touch point in between,” said Jeff Bernstein, senior vice president
of marketing, eHealth. “The last open enrollment period was a
testament to the advantages of an integrated solution. Not only did
our customer visibility allow us to make better decisions and to
act faster, we even managed to improve our cost-per-order while
lowering budgets by 40 percent.”
Helpful Links
- Blog Post: Taking Programmatic
Advertising to the Next Level with Adobe Media Optimizer
- Adobe Media Optimizer Site
- Follow @AdobeAds on Twitter
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to transform their
brands into an Experience Business and use big data to effectively
reach and engage customers and prospects with highly personalized
marketing content across devices and digital touch points. Eight
tightly integrated Solutions offer marketers a complete set of
marketing technologies that focus on analytics, web and app
experience management, testing and targeting, advertising, audience
management, video, social engagement and campaign orchestration.
The tie-in with Adobe Creative Cloud makes it easy to quickly
activate creative assets across all marketing channels. Thousands
of brands worldwide including two thirds of Fortune 50 companies
rely on Adobe Marketing Cloud.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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Press ContactsAdobeCraig Corica,
415-832-5389ccorica@adobe.comKevin Fu,
415-832-2266kfu@adobe.com
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