Adobe made a splash last week at Adver­tis­ing Week in New York with our biggest presence yet. After spending five days with more than 80,000 atten­dees (brands, dig­i­tal agen­cies, marketers/advertisers, media com­pa­nies and more) we walked away having gained and shared insights into the future of adver­tis­ing. From our four panels, to networking with attendees at our Adver­tis­ing Week Expe­ri­ence (AWE) booth, a few things resonated with us:

• Marketers need to connect creativity and data to effectively manage, measure and optimize digital ad campaigns across channels (search, display, social, mobile, video).
• Silos need to come down and collaboration is mandatory among advertisers, publishers and marketers – from campaign creation to execution.
• Social is a powerful force – and yes, a valuable channel for advertisers that can be measured, deliver strong ROI and ultimately help brands engage with their audiences (people like you and me).

Mobile opportunities are heating up – from advertising to digital publishing. More “clicks” and “views” are happening on smartphones and tablets so if brands want to reach consumers with their campaigns, a mobile strategy is a must. (Watch our video above about the mobile advertising opportunity).

Our own David Karnstedt, SVP of Media and Advertising Solutions, offered this perspective: “Data is the common currency across search, display and social. One must view this holistically to understand how they all work go together to maximize results. The path to conversion and how the channels all work together is key. It’s all about the media mix, and, as importantly, how one attributes the con­ver­sion to each medium.”

Who is stepping up as the leaders shaping the evolution of this fast-moving industry? Check out our blog posts from Advertising Week, including video interviews and clips from our panels, as well as info about updates to Adobe AdLens, our cloud-based, media optimization technology that manages search, display and social advertising as a unified campaign.

• Ad Week Panel Recap: Is Digital Advertising Delivering on its Full Potential? [VIDEO]
• From Wired NXT: 2013’s Biggest Challenges and Opportunities for Digital Marketing
• From Advertising Week 2012 — Untapped Potential: Advertising and Apps [VIDEO]
• From Advertising Week 2012 — Where Social Media & Ads Meet [VIDEO]
• A Simple Marketing Equation: Data + Math = Optimal Ad Performance with Adobe AdLens

Hope to see you back in the Big Apple next fall for Advertising Week 2013!

 

Are you a digital marketer looking to get the biggest bang for your ad dollars and deliver campaign ROI? Well, this news is for you! Today, Adobe announced significant updates to Adobe AdLens (formerly known as Efficient Frontier), its cloud-based, fully integrated platform to manage and optimize search, display and social advertising as a unified campaign.

AdLens now offers seamless data integration with Adobe SiteCatalyst, delivering powerful ad optimization and forecasting for simple deployment to customers. Adobe is also expanding its display ad targeting and optimization capabilities through integration with its other cloud-based, digital marketing technologies. AdLens now includes Adobe AudienceManager as its central data management platform, as well as Adobe Dynamic Ad Targeting for specified audience segmentation to ensure ad campaigns reach the right people.

Additionally, building on its current Facebook Ads API integration with AdLens, Adobe, which has been designated a Strategic Preferred Marketing Developer (PMD), now has official access to the Facebook Exchange, which allows marketers to buy ads on Facebook via real-time bidding.

Check out the official news release and blog post from Adobe’s Bill Mungovan for more details on the latest AdLens features and how it benefits marketers.