Digital Advertising at Adobe Summit: Search

I focussed on data in my last blog post on breakout sessions for digital advertisers at Adobe Summit. Now it’s time to understand how that data can be put to good use.

There’s no doubt that search marketing is the workhorse of digital advertising. The IAB UK reported that 55% of online advertising budgets went on SEM in 2013 – nearly £3.5bn – which was up 14.2% year-on-year.

Search was the first channel to embrace auction-based pricing, API driven buying and campaign management. Over the last couple of years, innovations like Google’s Product Listing Ads and Enhanced Campaigns have revolutionised the way practitioners have optimised their campaigns. Retargeting and audience targeting shows that search is learning from the best of social and display too.

Bill Mungovan

Bill Mungovan

To discuss this rapid evolution, Adobe’s Bill Mungovan is chairing a panel on “How search is influencing online advertising”. Bill is Director, Product Management, for all things search within the Adobe Media Optimizer solution, and joining him are Chris Fensome, Online Marketing Manager at Marks & Spencer, Robert Foulkes, Online Marketing Manager at Monarch Travel and Gwenvael Blécon, Search Marketing Manager EMEA at Adobe. In this session you’ll hear not only how marketers should make the most of current opportunities, but also how the industry is likely to develop over the next few years.
How search is influencing online advertising, 3.45pm, Wednesday, 14th May

If you want to get really hands on with search, then “The art and science of pay-per-click bidding” in the session for you. In this technical best practice lab, Adobe’s Dr Wing Lee, Senior Manager, Business Analytics, and Allan Witts, Senior Account Manager, will go through a detailed approach of how SEM practitioners can use rules and portfolio bidding to get the most out of their campaigns with the Adobe Media Optimizer platform. Wing and Allan are immersed in some of the biggest SEM campaigns in Europe. An opportunity to pick their brains should not be missed.
Technical best practice: The art and science of pay-per-click bidding, 3.45pm, Wednesday, 14th May

Nicolas Stadelmeyer and Felix Vögtle

Nicolas Stadelmeyer and Felix Vögtle

Search is a huge traffic and transaction driver for ecommerce and retail, but with so many potentials levers to pull for success, the choices might seem overwhelming. To sort the wheat from the chaff, Nicolas Stadtelmeyer, VP & Head of Performance Marketing at STYLIGHT GmbH and Felix Vögtle, Managing Director at Tirendo, will share their thoughts in “Winning in retail: How can you do it all?”. I’ll be moderating this session; expect it to cover search marketing, but also beyond to internationalisation, customer lifetime values and branding.
Winning in retail: How can you do it all?, 11:20am, Thursday, 15th May

No advertiser likes the feeling of having all their eggs in one basket, so “Getting more from your search marketing with the Yahoo Bing Network” is a must to learn what other opportunities exist. Tor Crockatt, Product Marketing Director, at Microsoft will show how to improve user engagement and campaign performance with YBN, as well as search integration beyond the browser with Windows 8.1 and Skype.
Getting more from your search marketing with the Yahoo Bing Network, 11:20am, Thursday, 15th May

marketing_cloud_solution_media_optimize_icons_for_screen_128Finally, “What’s New in Adobe Media Optimizer?” will give an exclusive demonstration of the new capabilities and functionality announced at Summit. AMO solution lead Justin Merickel will be joined by Bill Mungovan to show you around the latest features and answers your questions.
What’s new in Adobe Media Optimizer?, 2:15pm, Thursday, 15th May

Jonathan Beeston is director of new product innovation at Adobe, based in London. He leads product marketing for Adobe Media Optimizer in Europe, as well as focusing on global search engine marketing (SEM) solutions. A veteran of online advertising, Jon joined Adobe as part of the Efficient Frontier acquisition in January 2012 where he led EMEA client services for more than four years before moving to marketing.

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