Results tagged “digital advertising”

Day 1 at Cannes Lions – “You can’t trust Marketers.”

photoToday’s digital marketing innovations give marketers a newfound credibility. However, our recent search showed that marketers may still be missing the mark, as consumers still believe marketing is ineffective and view the marketing profession as one of the least valuable professions to society. We as marketers still have a lot of work to do to help dispel some of these common myths, and today’s panel at Cannes Lions, “You Can’t Trust Marketers,” aimed to do just that.

Moderated by Adobe CMO Ann Lewnes, with Tina Brown, Lisa Donohue, and Steven Althaus, the speakers discussed and debated the changing landscape of digital marketing and how it impacts what marketers can, and should, do better. They discussed a variety of topics including brand authenticity, user generated content, integrating marketing across functions, and proving the ROI of marketing investments.

After the panel, we got a chance to talk to festival attendees for their take: do they trust marketers? The results were interesting and entertaining, check out the highlights reel below.

Are Marketers Missing the Mark?

Today we unveiled new global research that suggests marketing is still falling short in connecting with consumers online.  Click Here: The State of Online Advertising polled consumers and marketers in seven countries across the United States, Asia-Pacific and Europe.

Among the top findings:

  • A significant portion of consumers and marketers feel online advertising is still not effective (consumers 32%; marketers 21%). Marketers in the U.S. and Europe were the most dismissive of online advertising.
  • Consumer and marketing respondents globally believe that banner ads do not work (49% consumers; 36% marketers).
  • Traditional media such as print and TV received higher scores for credibility and effectiveness among consumers and marketers in all regions.
  • One-third of respondents agreed it is valuable when a website makes personalized product and service recommendations. More specifically, respondents said they were comfortable with targeted advertising based on their behaviors (U.S.74%; Asia-Pacific 63%; Europe 71%).
  • The marketing profession was consistently ranked as one of the least valuable to society, although it’s viewed most positively by consumers (24%) and marketers (47%) in Asia-Pacific.

You can read the study online, and also check out our animated infographic below, highlighting a handful of top insights from the research.

To paraphrase global co-leader of McKinsey & Company’s Digital Marketing and Sales Practice David C. Edelman, the “era of creativity” in online marketing is only beginning. We just have to be smart about how we use it. We hope this research helps fuel some great discussions among marketers who want to make it better.

The 2012 Retail Season in Paid Search Advertising

Today, we released some data findings from our own Dr. Sid Shah, director of business analytics for Advertising Solutions, on paid search advertising among online retailers from the 2012 holiday season. For digital marketers and advertisers, three trends emerged:

1.       Paid search spend in retail grew 16% Year-over-Year (YOY)

  • Online retail spend increased by 16% YoY (from Q4 2011)
  • Google increased its market share in retail paid search to 86.5% percent, up from 85.9% in Q4 2011
  • Growth attributed to strong mobile traffic and the transition of Google Shopping from a free to a paid model (Product Listing Ads – PLAs)

2.       Mobile traffic doubles in a year as mobile now accounts for 1 in 5 clicks in retail

  • Mobile continued to grow in Q4 2012; smartphones and tablets comprised 20% of all retail paid search impressions and ad spend
  • 100% increase of mobile traffic as percentage of overall paid search in one year
  • Tablet retail campaigns yielded 73% more conversions than desktop campaigns
  • Tablet CPCs are still lower than desktops (16% in Q4)

3.       Trend in seasonality driven by device unboxing

  • Widespread consumer adoption of smartphones and tablets drove major advertising shifts and retail dollars
  • Share of tablet impressions show consistent YoY growth starting immediately after Christmas – with similar trends in Europe

Key Takeaways and 2013 Predictions

  1. Online retailers should optimize PLA campaigns for bid and feed management. 
  2. Tablet traffic will represent 1 in 4 paid search clicks by end of 2013. Smartphones and tablets combined will represent 30% of all retail traffic.
  3. Marketers have a big opportunity to capitalize on tablet CPCs, which remain 16% lower than desktop campaigns while yielding a higher conversion rate.
  4. Any marketer with a sizeable search campaign and significant mobile traffic should create, manage, and optimize tablet and mobile-specific paid search campaigns.

For Sid’s full analysis and commentary on these trends, check out his post on our Digital Marketing Blog.

Q3 2012 Global Digital Advertising Update

Our research team has been hard at work studying the digital marketing landscape and we have some news to share. Today, we released our Q3 2012 Global Digital Advertising Update, which highlights current digital advertising trends and provides an outlook on what’s next for the industry. Our report findings show that paid search is on the rise in the United States, the UK and Germany – thanks to the uptick in mobile traffic coming from all those smartphone and tablet device users. We found that Cost per Click (CPC), conversion rates and ROI differ among PCs, tablet devices and smartphones. And of course we couldn’t ignore the growing focus on social advertising, where Facebook is leading the charge. Brand engagement on Facebook is rapidly growing, which has marketers finding ways to better use that channel as a means to reach consumers (and we’re not just talking about scoring more page ‘Likes’).

Some main stats for Q3 2012:

  • U.S. search spend grew by 11 percent Year over Year (YoY) while ROI improved by 26 percent. Additionally, growth rates for search spend in the U.K. and Germany rose 36 percent and 25 percent, respectively.
  • Facebook brand engagement grew nearly 896 percent YoY, leading to continued fan growth. Mobile users account for nearly one quarter of all Facebook engagement (e.g., Likes, comments and shares).
  • Conversion rates vary by mobile operating system, but are important for marketers due to continued growth in mobile search traffic. Comparison of iOS versus Android device traffic reveals nearly twice the monetization advantage for iOS. This shows that optimizing mobile search spend by device can lead to greater ROI for marketers.

We’ve also included our “crystal ball” around some emerging trends we see impacting the digital advertising market through Q1 2013. How will search spend change and what vertical markets will experience the most growth? How will exponential growth around mobile traffic alter campaign management and optimization across channels? Will social continue to be an advertising force to be reckoned with – and what can brands expect from Facebook?

Check out our full report, press release and blog post for all the details and share your thoughts in the comments below!

Adobe Announces Updates to its AdLens Advertising Platform

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.


Adobe’s Q2 2012 Digital Advertising Report Findings and Industry Outlook


Today, we released the Q2 2012 Global Digital Advertising Update. This report provides digital advertising industry insights for Q2 2012, as well as an outlook for the rest of the year. The analysis of digital marketing and Facebook performance is based on data derived from Adobe AdLens and Adobe Social, part of the Adobe Digital Marketing Suite. Data is based on a client index across key verticals including retail, entertainment, CPG, automotive and finance. The report shows that search spend among advertisers remains strong with a growing emphasis on mobile devices as tablet conversion rates continue to exceed desktop conversion rates. Additionally, consumer engagement on Facebook has increased dramatically as Facebook continues to evolve its platform and as marketers find ways to utilize improvements to Facebook’s platform, according to the report. Check out the Digital Marketing Blog post and full report to learn about the growth of search marketing in the U.S. and Europe, the impact of mobile/tablet traffic on marketers, and Facebook engagement by brands, plus our “crystal ball” on emerging digital advertising trends for Q3 and Q4 2012.

Primetime Simulcast Helps Bridge TV and Digital Ads

New-Primetime-LogoToday, from the Cable Show in Boston, the Adobe Video and Ad Solutions team announced several updates to Project Primetime, the industry’s first fully integrated video technology platform to deliver seamless viewing experiences for ad-supported TV content across connected devices. These updates included Primetime Simulcast, Adobe Media Server 5, Access 4 and the next version of Adobe Auditude. Jeremy Helfand, vice president of monetization at Adobe, penned a blog post covering the announcements. To further expand upon the news, Ashley Still, director of product management at Adobe, shot a demo video to visually expand upon the news. Find out more about Project Primetime and all other Video, Gaming and Digital Publishing updates through our Digital Media blog.

Adobe Report: Global Digital Advertising Update for Q1 2012 and Outlook for 2012

Today, we released the Adobe Digital Index: Global Digital Advertising Update for Q1 2012. Data for this report is derived from the former Efficient Frontier, which was acquired by Adobe in January 2012. This report provides digital advertising industry insights for Q1 2012, as well as an outlook for the remainder of the year.

The report shows that digital advertising continues its rapid growth across all channels. Additionally, while Facebook is still an emerging digital advertising channel, search remains the biggest driver of ROI for marketers, according to the report.

The analysis of digital marketing and Facebook performance is based on data derived from technology Adobe acquired via Efficient Frontier and Context Optional, which is now part of the Adobe Digital Marketing Suite. Data is based on a client index across key verticals including retail, entertainment, CPG, and finance.

Check out the full report here to learn about the four-fold growth in mobile traffic Year-over-Year, growing Facebook ad spend, and other key digital advertising trends plus an outlook for 2012.

Adobe’s CEO Shantanu Narayen speaks at Cannes International Advertising Festival 2010

We are excited to attend the Cannes International Advertising Festival this year for the first time ever. The Cannes Lions festival is the global meeting place for those who are passionate about creativity in communications and is known for its program of awards, considered the “Oscars” of the advertising world.

On June 24th, Adobe CEO Shantanu Narayen participated in a one-hour invitation-only speaker series that featured top industry leaders including: Joseph V. Tripodi (Executive VP, CM and Commercial Officer, Coca-Cola); Mark Zuckerberg (CEO, Facebook); Jeff Goodby (Goodby Silverstein & Partners); Maurice Lévy (Chairman, CEO, Publicis) and film producer John Landau.

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In his talk, Shantanu described how the advertising and media industries have undergone a massive transformation in the last decade. People are “hyper-connected”, consuming more and more media, simultaneously from different devices. As a result, brands have to manage consistent and compelling experiences across multiple touch points to be effective. And while technology and devices enable the delivery of content in today’s environment, it is the content that inspires and engages the audience and turns a business transaction into an engaging experience. Within this context, Shantanu discussed Adobe’s role in enabling new forms of creativity to help move businesses forward in this new landscape.

Shantanu also highlighted some of today’s most successful digital advertisers who are championing major brands. He discussed how Adobe is working with our partners to build open, integrated digital platforms that bring this transformation into focus at every step of media creation, delivery and optimization – and why the opportunity for creativity and profit have never been greater. He highlighted examples of brilliant digital creative such as the Nissan LEAF website, the Adidas TeamGeist online game, the Sprint Now widget library and the Wired Reader digital magazine experience on an iPad. Demonstrations included a multiscreen experience with World Cup soccer content across PC, TV and the just-announced Motorola Droid X smartphone.

Near the end of his discussion, Shantanu was joined on stage by Rich Silverstein of Goodby, Silverstein & Partners, to unveil a preview of the Adobe Museum of Digital Media which will be launching its first full exhibit in September 2010. The Adobe Museum of Digital Media (AMDM) is a first-in-class virtual museum that showcases the many faces of digital media and its influence on how we live and communicate in the world today.

Shantanu ended his talk with a message to businesses, creatives and advertisers: Adobe’s goal is to be a neutral, trusted partner ensuring their ability to create the most brilliant and engaging art possible, to deliver that work to the broadest possible audience and optimize those experiences for the greatest ROI. He acknowledged that it’s not about devices or technology, but about their power to create content, engage audiences and influence the world.

Join Adobe CEO Shantanu Narayen and Rich Silverstein at the Cannes Lions International Advertising Festival

39156825Adobe is at the heart of a brand revolution, where everything is digital and everything is advertising. If you are attending the Cannes Lions International Advertising Festival on June 24th, we welcome you to join our CEO Shantanu Narayen, as he highlights some of today’s most successful digital advertisers who are championing major brands. He will demonstrate how Adobe is working with its partners to build open, integrated digital platforms that bring this new world into focus at every step of media creation, delivery and optimization, and why the opportunity for creativity and profit have never been greater. Shantanu’s seminar will also feature a special guest appearance by Rich Silverstein, Co-chairman and Creative Director of Goodby, Silverstein & Partners.

Be sure to add the seminar to your calendar here.

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