Blog Post: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. [caption id="attachment_7818" align="alignright" width="200"]Bill Mungovan Bill Mungovan[/caption] 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 [caption id="attachment_7825" align="alignleft" width="280"]Nicolas Stadelmeyer and Felix Vögtle Nicolas Stadelmeyer and Felix Vögtle[/caption] 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 Author: Date Created:2 May 2014 Date Published: Headline:Digital Advertising at Adobe Summit: Search Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/05/Adobe_Blog-Header-images_1640x920_17.jpg

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