As I men­tioned in my last post, we con­tinue to release impor­tant opti­miza­tion and work­flow enhance­ments to Adobe Media Opti­mizer. This enables our cus­tomers to access to the lat­est per­for­mance social ads capa­bil­i­ties from Face­book and Twit­ter, and ben­e­fit from inte­grated plat­form fea­tures to exe­cute suc­cess­ful cam­paigns across search, social and dis­play. We believe media attri­bu­tion across chan­nels is the key to inte­grated cam­paign suc­cess. You can also read our per­spec­tive on dig­i­tal adver­tis­ing from Adobe’s Tim Wad­dell, direc­tor of prod­uct mar­ket­ing for Adver­tis­ing Solu­tions, where he high­lights some of the invest­ments we’re mak­ing and part­ner­ships we’ve estab­lished to fur­ther drive ecosys­tem growth.

We also know that “social ads” is a key con­trib­u­tor in this evo­lu­tion and we have moun­tains of cus­tomer evi­dence that quan­ti­fies the direct impact paid social adver­tis­ing has to bot­tom line direct response and engage­ment activ­i­ties – like this tremen­dous attri­bu­tion case study from our agency part­ner, Mullen NC, and work we col­lec­tively drive on behalf of Lenovo. We’ve also seen global suc­cess as illus­trated by Otto​.de in Ger­many with its social ads direct response campaigns.

marketing_cloud_solution_media_optimize_icons_for_screen_1024That said, here are some of our recent Adobe Media Opti­mizer updates you will find impact­ful as you con­sider inte­grat­ing social adver­tis­ing into your per­for­mance dig­i­tal adver­tis­ing portfolio.

1.)  TV Ad Viewer Tar­get­ing in Twit­ter. Now brands that have TV broad­cast and/or cable cam­paigns in the U.S. Mar­ket (no global cov­er­age at this time) can lever­age the rich TV seg­ment tar­get­ing data avail­able to broad­cast­ers, and apply it to below-the-line Twit­ter cam­paigns to cre­ate a syn­er­gis­tic offline/online expe­ri­ence and tar­get strat­egy. This is a tremen­dous oppor­tu­nity to drive tar­get­ing effi­ciency via Twit­ter to cus­tomers who have viewed a brands ad on TV. We LOVE the oppor­tu­nity this affords brands that want to cre­ate rel­e­vant expe­ri­ences with real busi­ness impact.

2.)  Appli­ca­tion User ID enhance­ment to Facebook’s Cus­tomer Audi­ences tar­get­ing capa­bil­ity. As part of our Cus­tom Audi­ences tar­get­ing capa­bil­ity, we’ve now enabled the abil­ity to use a new tar­get­ing capa­bil­ity called “App User ID” that allows a brand to reach cus­tomers who have already been using an appli­ca­tion with Face­book adver­tis­ing on desk­top or mobile. This is a tremen­dous oppor­tu­nity to reach indi­vid­u­als who have already taken spe­cific actions in your app (like mak­ing a pur­chase) as well as reach those indi­vid­u­als you know are highly engaged.

3.)  Bulk Looka­like Audi­ence mod­i­fi­ca­tions. Man­ag­ing Face­book ads at scale can be a com­plex under­tak­ing. We’ve made some sim­ple, but impact­ful enhance­ments to our Bulk func­tions for Looka­like Audi­ence tar­get­ing in Facebook.

4.)  Mul­ti­ple Bud­get Mod­i­fi­ca­tions. As Adobe Media Opti­mizer is a port­fo­lio ads plat­form, we rec­og­nize that our cus­tomers want a uni­fied ads expe­ri­ence across their Face­book, Twit­ter and LinkedIn buys and man­age­ment capa­bil­i­ties. Rou­tinely, we unify the expe­ri­ence across the plat­form and we’ve just released the abil­ity to change mul­ti­ple bud­gets for each net­work from one uni­fied location.

Let me know if you have any questions/comments always in the com­ments below or on Twit­ter at @rebeccakw. You can also reach out to your Adobe Media Opti­mizer Sales or Account Rep­re­sen­ta­tive to ensure you can take advan­tage of these capa­bil­i­ties updates soon.

 

About Adobe Media Optimizer

Adobe Media Opti­mizer is the industry’s first fully inte­grated dig­i­tal adver­tis­ing plat­form that deliv­ers cross-channel ad man­age­ment and opti­miza­tion across search, dis­play and social media cam­paigns for peak return on invest­ment. The solu­tion deliv­ers more than 300 mil­lion monthly prospects and cus­tomers and is used by more than 400 global cus­tomers across indus­tries. Adobe Media Opti­mizer man­ages more than $2 bil­lion in annu­al­ized ad spend.

 

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