David Jordine, Sales Executive, Digital Marketing Suite, Adobe ANZ - LinkedIn
It’s no surprise that as the digital marketing industry evolves, the data that proves marketing results is becoming just as important as smart marketing ideas themselves. With this thought in mind, I was excited to attend yesterday’s ad:tech Digital Data Summit in Sydney, an event dedicated to encouraging Australian publishers, marketers and agencies to turn data into actionable insights to optimise campaign performance.
The event offered two tracks for attendees to choose from: one focusing on data and how marketers use it; and the second track providing insights into the digital advertising scene. A mix of some very lively panel discussions and individual presentations gave attendees the chance to hear from some of Australia’s top practitioners.
A highlight of the day for me, was the announcement by our customer, Nigel Tutt, who’s Fairfax New Zealand’s General Manager, Digital Media, that his organization has become the first in Asia Pacific to implement Adobe’s AudienceManager tool as its new data management platform.
The move to work with AudienceManager means that Fairfax NZ, the publisher of some of New Zealand’s most popular online news and information sites (stuff.co.nz, Computerworld, Rugby Heaven and more) will now be able to identify more specific audience sets among their broad and varied traffic. In turn, this is going to enable them to create packages and opportunities offering far more targeted offerings to advertisers across industries.
I’m going to be watching how Fairfax NZ uses this new platform with great interest. I’m also looking forward to seeing the impact this has on the smart advertisers who want to make sure their digital marketing campaigns are highly targeted and performing to maximum impact.