June 9, 2014
This year’s Digital Publishing Symposium was jam-packed with stories of how marketing leaders and visionaries are transforming their businesses around mobile and engaging with customers and employees through apps. Industry-leading brands and companies – including Pacific Life Insurance, Express, Rémy Cointreau, University of Alabama, and more – shared stories of how they’re using Adobe DPS to enhance sales enablement, engage more of their target audience and advance their approach to storytelling.
If you were unable to attend this year’s event, you can still get access to expert strategies and insights from industry leaders.
Visit the Digital Publishing Symposium site to access videos and presentations for the sessions.
June 5, 2014
Much like the aviation industry it covers, P1 Digital Media has changed dramatically with technological innovations of recent years. Formerly the publisher of a newspaper that was hand-delivered to each registered airplane owner in the United Kingdom, P1 now uses Adobe DPS to publish two highly interactive iPad apps, P1 Aviation Magazine and LOOP Aviation Magazine, that extend P1’s influence to aviation enthusiasts worldwide.
“When the iPad was launched we knew that we had the platform to innovate and change the way our business behaved and reach a global audience that we knew was out there,” says Sam Spurdens, director, P1 Digital Media. “Adobe Digital Publishing Suite makes publishing fun again. It’s not just about words, pictures, and captions, it’s about creating a holistic publishing model that’s there to entertain people with audio, video, and pictures. It’s about entertainment.”
Since launching the apps, P1 has seen revenue grow 74% year over year through increased revenue from advertisements that blend seamlessly into interactive editorial content. Using the analytics capabilities in Adobe Digital Publishing Suite, P1 discovered that readers spend an average of 77 seconds with ads. Ad content has resonated so strongly with readers that even early app issues from 2011 continue to draw noteworthy engagement levels.
To date, P1 Digital Media has seen more than 84,000 app downloads across its portfolio, which is twice the size of its former print database. Global readership has grown an impressive 700% since moving to digital editions with DPS, with 41% of subscribers based in North America.
- Read the case story: P1 Digital Media, taking flight with digital publishing
- Watch the Video on Adobe TV: Loop Media Resurrects Publishing Business with DPS
- Download P1 Aviation Magazine
- Download LOOP Aviation Magazine
June 4, 2014
Investment firms are known for making smart, sound business decisions. So when Lord Abbett decided to revamp its digital presence, they searched for the option that would yield the greatest return on their investment. What solution would allow them to maximize the reach of published content using new, immersive mobile channels and incorporate a versatile, cutting-edge content management system?
After assessing various solutions, Lord Abbett selected Adobe Experience Manager for content management and Adobe Digital Publishing Suite for creating digital apps that engage customers on devices. With the integration of DPS and Experience Manager, the firm already possessed the knowledge and tools they needed to take their dynamic digital presence to the next level. Using the integrated solution, they used marketing staff to repurpose content from Experience Manager into a DPS-produced app. As a result, the firm’s publication, Lord Abbett Perspectives, provides the financial world with timely economic updates and investment insights.
After implementation of the integrated solution, Lord Abbett saw immediate, positive results. They were able to publish their app using in-house staff, eliminating costly custom development cycles and accelerating normal production time by 50%. By keeping things close to home, they could make faster changes and additional updates to the app. Previously, the company published its previous app on a quarterly basis. Using DPS and Experience Manager, they are able to publish now on a monthly basis and engage with customers more often.
By using Adobe Digital Publishing Suite and Adobe Experience Manager, Lord Abbett has been able to leverage its creative assets across channels and deliver engaging experiences to its customers.
April 7, 2014
Accenture Interactive, a specialty group within international consulting company Accenture, helps some of the world’s leading brands drive multichannel marketing performance. One of the latest sales enablement and communications tools that Accenture Interactive has added to its mix is a digital app built using Adobe Digital Publishing Suite, Enterprise Edition. The app, Accenture Interactive, is a custom-branded showcase of the company’s latest research, reports, and insights for customers and prospects.
“Although this started as sales enablement, it grew from there,” says Molly E. Spatara, global director of digital marketing at Accenture Interactive. “Once we saw what we could do with Adobe Digital Publishing Suite, we realized there was tremendous potential to go beyond sales enablement to more deeply engage people with the Accenture brand.”
The app is the latest technology the firm uses to communicate with its customers and prospects. Since launching the iPad app in January 2013, Accenture Interactive has built more than 100 folios that address topics including marketing strategy and operations, analytics, media optimization, experience management, and social media.
The Accenture Interactive app has been well received and many executives embrace it as a key component of the integrated digital campaigns that support the launch of new research. Older content is replaced as new research becomes available, keeping the app fresh and relevant. Using the Custom Store capability of DPS, Accenture presents its folios in a rich, branded experience and organizes information into categories that support intuitive browsing.
Analytics in Digital Publishing Suite let the firm gauge the popularity of its more than 100 folios and refine the app experience. In addition to looking at what content is downloaded from other channels, Accenture is examining folio usage, interactivity, and how related content is accessed in the app to create the best possible experience for its audiences.
Accenture Interactive reports that it is seeing a steady rate of app downloads per month, with increases tied to paid search and paid social efforts. Accenture plans to continue investing in the app and growing its content library. The firm is also looking into opportunities to use of Digital Publishing Suite to create an app for its analytics content.
April 4, 2014
Organizations located in the heart of the Silicon Valley are often early adopters of the innovative technologies that surround them. El Camino Hospital, known as the Hospital of Silicon Valley, mirrors the tech-savvy community it serves by offering state-of-the-art technologies and highly skilled staff dedicated to the well-being of local residents.
The hospital has always strived to maintain a close connection with the surrounding community. The El Camino Hospital Health Beat app, created with Digital Publishing Suite (DPS), helps fulfill that mission by providing the latest information on medical advances, wellness advice and hospital services.
The app was produced with the DPS platform and created by Adobe partner Diablo Custom Publishing (DCP). The DPS platform was chosen because it provided the DCP designers with the ability to leverage existing workflows and assets. Content created for Health Beat’s print edition has been infused with interactivity, like slide shows and helpful videos, to keep readers engaged and informed.
“Adobe DPS enables the ability to create an engaging Health Beat tablet publication that fits our needs and budget,” says Chris Ernst, marketing and corporate communications at El Camino Hospital. “Plus, we can include more content in the app than what fits in the print version. So it’s not just a repurposing of the same content; it’s an enhancement of the print edition.”
In addition to providing readers with healthy living tips, the Health Beat app is positioned to be a key tool for El Camino Hospital’s continued outreach to its community. The interactive content found in the app will be promoted across the hospital’s social channels and website.
April 1, 2014
Last week at Adobe Summit, marketers from top-tier brands showed how they are reinventing themselves for digital. Mobile was certainly at the forefront of the conversation, with Digital Publishing Suite customers speaking at several breakout sessions on how they’re engaging their customers on tablet and smartphone devices. Read below for more about the DPS sessions from Summit, and how you can view the session recordings.
Do all brands need to be multichannel publishers?
In this breakout session, the answer was resounding: yes! Customers Condé Nast and financial services firm Lord Abbett took to the stage to discuss the Digital Publishing Suite and Adobe Experience Manager integration, and how they are using the integrated solution to publish across channels. Emily Smith, Director of Operations, Editorial Development at Condé Nast showed how the publisher is reducing time-to-market for its Vanity Fair iPhone app by using Experience Manager to manage assets and then deliver them into a DPS-produced iPhone app. Steve Reilly, Director of Digital Communications for Lord Abbett, also discussed how the investment management firm switched from a natively developed app to an app produced using the DPS + Experience Manager workflow, accelerating time-to-market by 50% and transforming the Lord Abbett Perspectives app from a quarterly to a monthly.
View the complete session by searching for “S815: Do all brands need to be multichannel publishers?” under the Web Experience Management section of Adobe Summit breakout sessions page.
App analytics: Best Practices for content-centric apps
In this session, publisher Time Inc. discussed how it is using the sophisticated integration between Digital Publishing Suite and Adobe Analytics to gain deep insight into its audience base. Rory O’Flynn, Executive Director, Digital Research, at Time Inc., showed data on how interactive tablet ads generate increased dwell times and audience engagement, as well as how the publisher is deriving deep insights into how advertisements are performing in its publications. In addition, Shikha Bhargava, Sr. Product Manager, Digital Publishing at Adobe, discussed the in-app marketing tools that DPS offers, and how analytics can work in tandem with those tools to increase reader and customer conversions.
View the session by searching for “S320: App analytics: Best Practices for content-centric apps” under the Marketing Analytics section of the Adobe Summit breakout sessions page.
March 10, 2014
Bates Creative Partners with Corcoran College of Art + Design to Bring Its Campus Experience to Life for Prospective Students
Guest post by Debbie Bates-Schrott, President, Bates Creative
There’s no question that higher education institutions are challenged with finding innovative ways to attract new students. The Corcoran College of Art + Design wanted to reach new prospects on a global level and was also looking for an innovative way to communicate with the emerging art community.
The first app The Corcoran set out to deploy was an interactive version of its 2013 Viewbook. In higher education, viewbooks are often the centerpiece of recruitment materials and The Corcoran wanted to offer potential new students an engaging way to explore their content that would stand out from competing schools.
The Corcoran asked us to work with them to bring a strategic approach to designing a tablet app that would help build and strengthen the school’s relationship with prospective students. Using DPS, we transformed the Corcoran’s printed 2013 Viewbook into an interactive app experience that brings to life the real-world stories of the Corcoran community.
The Viewbook App that we created enables the school to reach a broader audience internationally and reduce print and distribution costs. It brings the campus culture of the Corcoran to life for prospective students, the next best thing to actually being there.
Beautiful and rich interactivity in the app includes 360-degree views, videos, slideshows, hyperlinks to apply to the College and much more, enabling prospective new students to see themselves as a part of the Corcoran community, in the classrooms and with their work hanging on the Gallery walls.
March 6, 2014
Join Adobe as they host a free, one-hour webinar in partnership with the ABM that will introduce B2B publishers to the large variety of apps that can be created using Adobe DPS.
Don’t miss this opportunity to get inspired by the many examples the DPS team will present that go beyond the digital magazines you’re familiar with. You’ll see real-life examples of other types of content-centric apps being created by publishers and brands like event and program guides, brochures, sales collateral and presentations, white papers and more and learn how you can make the most of your investment in DPS.
Register now: Webinar: More Than Just Digital Magazines: The Many Uses of Adobe DPS for Your Business
Wednesday, March 12 at 2:00pm EDT
Free to members and non-members.
February 26, 2014
New integration of DPS and Experience Manager drives consistency across rich-content mobile apps and web
Today, we’re excited to announce a new solution that enables brands to create and deliver consistent experiences for customers across content-rich apps and the Web using one set of assets. The combination of Adobe Digital Publishing Suite and the market-leading Web experience management solution, Adobe Experience Manager, helps organizations streamline the production of interactive, content-centric apps.
With the integration of Digital Publishing Suite and Experience Manager, organizations have a solution that allows them to:
- Author compelling app content faster—using the intuitive, drag-and-drop interface of Adobe Experience Manager, creative assets can now be seamlessly added to responsive HTML templates, which are then synced with DPS.
- Decrease publishing costs across channels—contributors across the organization – creative teams, production staff and business managers – can now leverage approved creative assets for delivery into content-centric apps, reducing dependence on Web production and design staff. They can ensure more timely delivery of content with greater control over mobile brand experiences as well as the ability to quickly update content as needed.
- Maintain a consistent brand and user experience—production staff can ensure brand consistency across Web and content-centric apps by using approved, versioned assets that are centrally located and managed through Experience Manager’s Digital Asset Management.
“DPS and Adobe Experience Manager make it significantly easier for publishers and brands to produce consistent, rich content for customers on mobile and the Web. Delivering interactive magazines for mobile devices and content for the Web used to require separate assets, teams and time,” says Nick Bogaty, head of digital publishing, Adobe. “That’s now a thing of the past. The combination of our tools will arm savvy CMOs with a tremendous advantage.”
Lord Abbett, a U.S.-based money management firm, is using DPS and Experience Manager to create a thought leadership app distributed to customers, delivering information about market trends and analysis and keeping them engaged with the firm. With the DPS and Experience Manager workflow, the firm accelerated its time-to-market for the Lord Abbett Perspectives app by 50 percent.
“At Lord Abbett, we continually look for ways to connect with our customers and employees, no matter what mobile device they’re using. By leveraging DPS and Adobe Experience Manager, anyone on our content creation team can now develop and deploy content across all of our properties,” says Steve Reilly, director of digital communications, Lord Abbett. “What’s more, we are able to manage our digital assets seamlessly—ensuring a unified look and feel, while simplifying workflow and gaining production efficiencies.”
Additionally, Condé Nast is using the combination of Adobe technologies to accelerate production of its iconic Vanity Fair title for the iPhone. “Adobe DPS is the go-to solution for publishing our magazine apps on mobile devices,” says Emily Smith, director of operations for corporate editorial, Condé Nast. “The integration of Adobe Experience Manager not only enables us deliver a consistent Vanity Fair experience on multiple platforms, we have advanced our on-sale date by five days.”
Finally, CMO.com by Adobe—a website offering news, expertise and insights for senior marketing executives—is using DPS and Experience Manager to develop special editions of its content for tablets and smartphones, extending the reach of its content to a wider audience.
In addition to the new integration with Experience Manager, DPS also offers full app measurement capabilities from Adobe Analytics, part of Adobe Marketing Cloud. The combination of DPS and Adobe Marketing Cloud allows publishers and businesses to create, deliver and measure rich-content mobile apps, ensuring the most impactful content reaches the right audience.
February 20, 2014
Today, DPS customer Celebrity Cruises announced its 2015-2016 sailings around the globe – and their DPS-produced vacation planning apps form a core part of how the company is inspiring and engaging customers with its adventures and itineraries. Traditionally, the printed travel guides that Celebrity Cruises creates are beautifully illustrated with photographs of destinations and ship accommodations. To extend the reach of its marketing materials while capitalizing on the popularity of tablet devices, Celebrity Cruises created digital vacation planning apps using DPS.
Using DPS, the cruise line publishes apps for iOS and Android that highlight ship layouts, amenities and ports-of-call – all illustrated with gorgeous photography, video and interactivity that encourage travelers to imagine themselves on a Celebrity cruise. Using DPS allows the cruise line to publish these apps across platforms – cost effectively and on a regular basis. Additionally, travel agents can use the apps to promote Celebrity Cruises vacation offerings and travelers can lean back and immersive themselves in potential destinations, increasing the likelihood that they will book a cruise.
Tina Alexander, head of Web & Digital for Celebrity Cruises, says, “The travel apps align with our brand image, are sleek and easy to use, and Adobe Digital Publishing Suite helps us marry the interactivity of function with content. We’ve created something clear and informative that reinforces the brand.”
Celebrity Cruises is also using the analytics capabilities in DPS to monitor downloads and article to gain a strong understanding of how users are engaging with content and interactivity. Other features the company plans to explore include push notifications for content updates and social sharing to enable customers to share their vacation dreams and plans with their social networks. The apps were produced by DPS agency partner JWT/Casa Miami.
Read more about the Celebrity Cruises destination apps (PDF, 783 KB)
Download the Celebrity Cruises apps from the Apple App Store or Google Play
February 10, 2014
Back in November, we shared a case study that highlighted the success BBC Top Gear, the world’s leading automotive magazine, experienced by switching from a PDF replica format to the fully interactive experience that DPS delivers.
Now, Simon Carrington, publisher of Top Gear, explains how this transition has had game-changing impact on key metrics. Since moving to DPS, subscriptions are up 175%, downloads up 200%, ad revenue up 130%, and total revenue increased by well over 150%. Plus, get a glimpse of some of the adrenaline pumping-video footage included in their app- and learn why it’s the number one reason their readers keep coming back for more.
January 31, 2014
With the Super Bowl coming up this weekend, there’s nothing that football fans love more than the excitement of game day. This past season, Buffalo Bills fans who couldn’t make it to Ralph Wilson Stadium in-person had an app that kept them connected to the action. The Buffalo Bills Touch app, created with DPS, offered a new edition of the Buffalo Bills Fan Playbook each week. Each issue was packed with features that appeal to readers’ interests and imaginations with embedded audio, video, and editorial content, touch-enabled game day photo slideshows, social networking integration, and much more.
Fans were able to preview the upcoming weekend’s matchup each Wednesday with a new issue of the Buffalo Bills Fan Playbook. The team promoted the release on Facebook, Twitter, and buffalobills.com, and pushed notifications to the app as well. The app was also publicized via email blasts and the team’s message boards.
One aspect about Digital Publishing Suite that especially appealed to the Buffalo Bills was the control the platform offered their creative team. Because the team used its own in-house design staff to create interactive content for the app, it was able to deliver content quickly and give a high-impact experience for fans.
In describing the timely content available through the app, Marc Honan, senior vice president of marketing and broadcasting for the Buffalo Bills, said, “On game day, we push additional content, so fans can enjoy something new when they first wake up and throughout the day, whether they are watching the game on television or heading to the stadium.”
Response to the Buffalo Bills Fan Playbook has been overwhelmingly positive. Fans love the animated 3D depth charts and the video content, including an in-app edition of the Bills All Access Live pregame show featuring BuffaloBills.com lead journalist Chris Brown and the team’s play-by-play announcer, John Murphy. Best of all, app users generally rate the app “good” and “very good,”— a clear touchdown for the Buffalo Bills’ in-house creative team.
December 20, 2013
Pioneer energy drink brand Red Bull has long embraced the concept of authentic customer engagements that deviate from pure product marketing, and has amassed an enormous pool of active individuals with strong connections to the brand because of it. In addition to touching its target market through sales of its leading energy drink in more than 165 countries and the sponsorship of hundreds of professional athletes, the global launch of its men’s lifestyle magazine Red Bulletin has further extended Red Bull’s reach into the lives of customers.
Red Bulletin has grown its print circulation to more than 2.7 million since its 2007 debut, according to FOLIO magazine. With Red Bulletin’s success as a traditionally published magazine, the brand was enthusiastic about the prospect of engaging with a wider range of audiences and strengthening connections with current customers by launching its Red Bulletin app for iPad and Android devices.
The app uses exclusive video and interactive content to more deeply explore the lifestyles and interests of customers worldwide. Latest news on the stars of sports culture, current musical acts and gear reviews come to life in ways that cannot be matched in print, creating an immersive experience distinct to the Red Bulletin lifestyle.
Using Adobe Digital Publishing Suite to create the Red Bulletin app meant access to DPS consumer marketing tools that make it easy to stay engaged with customers and drive app downloads. Red Bulletin uses Push Notifications to alert customers of a new issue’s availability, which helps drive digital readership and keeps readers coming back for more. In addition, social sharing gives readers the opportunity to share articles with their social networks – Facebook, Twitter, Pinterest, or through email – further amplifying the reach of Red Bull’s branded content. One other notable feature of the Red Bulletin app is its use of a Custom Store to present content available for download. Completely customized with the Red Bulletin look-and-feel, the Custom Store presents content for download, including previews, in line with the Red Bull branded style.
- Read more about the strategy behind Red Bulletin from FOLIO
- Download the Red Bulletin iPad app
- Download the Red Bulletin Android app
December 13, 2013
App for aspirational adventurers
Our friends at outdoor recreation retailer Bass Pro Shops live by the motto “Your Adventure Starts Here.” For iPad owners, “here” is closer than they think. Using the Bass Pro Shops Interactive Catalog, they can bring the outdoor lifestyle they dream about to life with sensory information that educates, entertains, and informs.
“By creating the Bass Pro Shops Interactive Catalog app with Adobe Digital Publishing Suite, we’ve extended our aspirational brand promise in ways we couldn’t before,” says Stan Lippelman, vice-president of marketing, Bass Pro Shops. “If someone wants to try kite fishing from a saltwater boat, we can share articles, pictures, videos, slideshows, and graphics to get them started. Just like the people in our stores enable customers to do something by showing them how, the catalog app is a digital enabler.”
Other benefits of the Bass Pro Shops Interactive Catalog app include reuse of existing creative assets. The highly skilled design team at Bass Pro Shops is already familiar with Adobe creative solutions, such as Adobe InDesign, and produces the app completely in house. Reusing assets from the company’s print catalog takes advantage of existing workflows, reduces costs, and helps ensure brand consistency across channels.
The app connects directly to www.basspro.com, so customers never have to leave the app to shop. Bass Pro anticipates that customers who prefer the in-store experience will use the app to research specific products, and then come into stores ready to learn more and try out products with the retailer’s knowledgeable sales staff.
Customer response to the app has been overwhelmingly positive. To quantify how positive, the Bass Pro Shops marketing team is using the analytics tools within Adobe Digital Publishing Suite to determine the popularity of various features and how different channels drive traffic to each other.
“Our customers are passionate about what they’re doing,” says Eddie A. Vering, senior art director, Bass Pro Shops. “Using Adobe Digital Publishing Suite has helped us fill a void by creating a complement to our other print and digital materials. The app increases engagement through the use of rich media and engaging digital experiences and helps customers get more involved in their outdoor lifestyle.”
Users can be sitting in a cabin or in a tree stand and have the same rich, interactive experience with no internet connection required. The app also appeals to a younger demographic that is very attractive to the retailer.
“We’re learning as we go and we’re always trying to move forward,” Vering says. “Adobe Digital Publishing Suite is letting us be as aggressively creative as we can and we’re looking forward to launching additional digital publications for our customers.”
December 2, 2013
The internationally coveted awards celebrate the best in class magazines, individuals and advertisers who fuel the sector.
A warm congratulations to the following DPS customers who received awards:
- BBC Top Gear (BBC Worldwide/Immediate Media Co): Simon Carrington: Publisher/Manager of the Year and Motoring Magazine of the Year
- Empire Magazine (Bauer Customer Media): Film, TV and Entertainment Magazine of the Year
- Crash Test Drive, Peugeot (the goodfellas): Magazine Advertisement of the Year
- TLQ (SMACK): News and Business Magazine of the Year
- QG (UK) (Condé Nast Publications Ltd): Men’s Lifestyle Magazine of the Year
Learn more about the Digital Magazine Awards:
2013 UK Digital Magazine Awards