Results tagged “David Karnstedt”

Adobe at Advertising Week 2012

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.

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

 

Adobe Completes Acquisition of Efficient Frontier

Adobe-Efficient-FrontierToday, Adobe solutions are central to how digital marketing and advertising are created, managed, executed, measured and optimized. Our focus on market leadership in the digital marketing space has driven some dramatic changes at Adobe including the recent acquisition of Efficient Frontier, a leader in multi-channel and auction-based digital advertising optimization across search, display and social media.

With Efficient Frontier, Adobe delivers an industry-leading independent platform for digital ad buying to our customers. With this addition to our Digital Marketing Suite, we offer a more powerful solution for managing search, display and social media to better answer the needs of our customers. Even more importantly, we add the expertise of over 300 talented Efficient Frontier employees to our team.

The several key areas of technology and expertise Efficient Frontier brings to Adobe’s Digital Marketing Suite include; 1) leading portfolio optimization algorithms and platform for paid search, 2) real-time bidding technology for display advertising that is placing millions of dollars of bids today, 3) Context Optional, a social engagement platform that Efficient Frontier recently purchased that is managing content for major brands on both Facebook and Google+, and 4) the ability to forecast future returns and model media mix options to drive business results from multi-channel campaigns. These additions to our already strong offerings significantly advance our capabilities in the market and, in many cases, accelerate our existing roadmap to give our enterprise and agency customers new ways to manage digital marketing.

What this means for both Adobe and Efficient Frontier customers – the marketers behind some of the world’s largest brands – is new and better ways to understand, and make impactful business decisions around digital ad buying and engagement. Both Efficient Frontier and Adobe customers are making tremendous investments in advertising and must make complicated and real-time decisions about where, when and through which channels they will place ads.

We understand that the marketer is on the hook to report back to the CEO on return-on-investment and lessons learned from their choices and allocation of resources of any other marketing campaign. This is no small task. Our customers trust and expect Adobe to be the strategic partner to help them exceed their business goals. With Efficient Frontier, we continue to make customer-driven business decisions as we build a powerful and comprehensive digital marketing platform to drive business impact through the marketing department.

It’s clear through Adobe’s investment strategy and the $2.4 billion worth of acquisitions we have made since 2009, that we are committed to winning in Digital Marketing. The acquisition of Efficient Frontier joins a strong list of recently acquired businesses including Auditude, a video ad management leader, Day Software, a leader in web content management, digital asset management and social collaboration solutions, and Demdex, a powerful data management platform to power multi-channel strategies, among many others.

With these players as part of Adobe, we help our customers optimize multi-channel advertising spend, giving them the means to place the right ads and offers at the right time and place, and then identify high performing campaigns to replicate for best business results. Adobe’s Digital Media and Digital Marketing platforms continue to intersect with these recent acquisitions, providing increased value for our customers.

The completion of Adobe’s acquisition of Efficient Frontier is great news for both businesses, for our customers and for a fast-growing industry in need of breakaway leadership. With it, Adobe is poised to win.

-Brad Rencher, SVP & GM, Digital Marketing & David Karnstedt, VP & GM, Advertising, Digital Marketing

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