Adobe Media Opti­mizer, the only fully inte­grated dig­i­tal adver­tis­ing plat­form in the indus­try that man­ages, opti­mizes and accu­rately fore­casts the per­for­mance of ad cam­paigns across chan­nels, is now out of beta with our Face­book Exchange (FBX) offer­ing, which allows mar­keters to buy ads on Face­book via real-time bid­ding (RTB). Adobe’s inte­gra­tion allows our cus­tomers to retar­get their audi­ences across Facebook’s 1 bil­lion users and seam­lessly align their dig­i­tal adver­tis­ing efforts across dis­play, social, and search.

Pre­lim­i­nary data from the beta sug­gests that per­for­mance is strong. Beta clients run­ning retar­get­ing cam­paigns through the Media Optimizer’s demand-side plat­form recently tested eight of the most pop­u­lar real-time bid­ded ad sup­ply sources, includ­ing FBX. After only one month in beta, FBX deliv­ered a con­ver­sion rate (leads/clicks) that is approx­i­mately 70% higher, and a cost per lead that is over 50% lower, than the aver­age for all eight ad sup­ply sources. FBX also ended up being the sec­ond best “per­form­ing” ad sup­ply source over­all. We believe that the cur­rent per­for­mance is strong in part due to com­pa­ra­bly favor­able pric­ing, dri­ven by lower com­pe­ti­tion lev­els in FBX as com­pared to more mature dig­i­tal ad markets.

By enabling cus­tomers to set an objec­tive (“con­ver­sion goal”), Adobe’s ad plat­form opti­mizes cam­paigns across seg­ments (audi­ence, cre­ative, and sup­ply sources) and their dif­fer­ent per­mu­ta­tions to meet that objec­tive. Strong per­for­mance dur­ing the beta pro­gram resulted in Media Opti­mizer shift­ing spend to FBX, deliv­er­ing a higher per­cent­age of impres­sions against bet­ter per­form­ing seg­ments in FBX. Adobe’s opti­miza­tion of FBX resulted in 32% of one beta campaign’s impres­sions being deliv­ered from FBX alone dur­ing the first month of the beta.

As a Strate­gic Pre­ferred Mar­ket­ing Devel­oper (SPMD) of Face­book, Adobe is work­ing closely with Face­book to develop ad solu­tions that lever­age Facebook’s mar­ket­ing prod­ucts and Adobe’s cross-channel opti­miza­tion and attri­bu­tion capa­bil­i­ties to ben­e­fit our cus­tomers. Adobe offers the only demand-side plat­form that has been des­ig­nated a SPMD by Face­book and that offers robust search bid man­age­ment and opti­miza­tion capa­bil­i­ties with attri­bu­tion analy­sis across search, social, and dis­play cam­paigns. Stay tuned for more updates around Media Opti­mizer and cross-channel attri­bu­tion to max­i­mize return on ad spend.

Media Optimizer_FBX

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. Media Opti­mizer man­ages more than $2 bil­lion in annu­al­ized ad spend.

 

Pete Kluge is a senior prod­uct mar­ket­ing man­ager for Adobe Adver­tis­ing Solutions

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