Posts tagged "Adobe Online Marketing Suite"

Digital Marketing Summit 2012

One immediate question might be ‘what relevance is Digital Marketing in the world of Education?’ The simple answer is very relevant.

Every institution has a public persona; trying to present itself in the best possible light. Every institution wants to attract the best students and the ability to exploit social media, analyse every touch point and predict with confidence are critical to success regardless of organisation or institution. The announcements today on Adobe’s Digital Marketing Suite are worth a read.

Adobe Kicks Off Digital Marketing Summit 2012:

Adobe Unifies Ad Campaigns across Social, Search, and Display:

Adobe Drives Personalized Web, Mobile and Social Engagement with Web Experience Management Solution:

Adobe Digital Marketing Suite Tackles Big Data with Predictive Marketing:

Adobe Simplifies Social Marketing:

Company Announces Significant Innovations to Adobe Digital Marketing Suite

SALT LAKE CITY, Adobe Digital Marketing Summit — March 21, 2012 Adobe Systems Incorporated (Nasdaq:ADBE) today opened the Adobe® Digital Marketing Summit, where more than 4,000 digital marketers and senior leaders from the world’s foremost advertisers, publishers, agencies, systems integrators and technology companies have gathered  to learn the latest about digital marketing trends, share best practices and network. Keynote presenters include Adobe CEO Shantanu Narayen, Adobe Chief Technology Officer Kevin Lynch, and Senior Vice President and General Manager of Adobe’s Digital Marketing Business, Brad Rencher, along with Arianna Huffington, founder of The Huffington Post and Biz Stone, co-founder of Twitter.

Adobe’s digital marketing business continues to demonstrate significant momentum. In the company’s most recent earnings announcement, Adobe reported 30 percent year-over-year growth in its digital marketing business. Adobe introduced several new innovations within the Adobe Digital Marketing Suite, including:

Adobe Social
A new product within the Digital Marketing Suite, Adobe Social (see separate release) combines social publishing and engagement with monitoring, social ad buying and analytics that can attribute social activity to business results. Adobe is giving those with social marketing responsibilities – digital marketers, community managers, customer service, public relations, ad buyers, analysts and others – a single platform to align and collaborate around the management, measurement and optimization of their social media strategies, and do so in the context of all other digital marketing efforts.

Predictive Marketing
New predictive marketing capabilities within the Adobe Digital Marketing Suite reduce the complexity of uncovering hidden behavioral patterns in big data (see separate release). These advancements will help marketers more quickly sort through an increasing amount of data to find the most impactful insights as well as leverage vast amounts of historical data to predict future results.

Adobe announced a major update to its Web Experience Management (WEM) solution (see separate release), part of the Adobe Digital Marketing Suite that helps marketers drive engagement by delivering more consistent, contextually relevant experiences on the Web, mobile devices and social media. At the heart of the WEM solution is Adobe CQ 5.5, the latest version of the company’s industry leading Web Content Management software that is now deeply integrated with several other products in the Suite, such as Scene7®, Search&Promote and SiteCatalyst®.

Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe

  • “The Adobe Digital Marketing Summit is quickly becoming digital marketing’s premier event, gathering the best and brightest minds in the industry. This year we have almost doubled in size with 4,000 attendees who will connect with experts and peers, get direct access to case studies and best practices, and have great opportunities to network and socialize. Summit is also a chance to get a first peek at the latest digital marketing innovations from Adobe and our partners and to help guide the future of our Digital Marketing Suite.”

About the Adobe Digital Marketing Suite
The Adobe Digital Marketing Suite offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, email, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line.

Adobe Acquires Auditude

Adobe Acquires Auditude to Capitalize on Exploding Video Advertising Opportunity

Auditude Platform Empowers Publishers and Media Companies to Maximize Value of Video Content

SAN JOSE, Calif. — Nov. 1, 2011 Adobe Systems Incorporated (Nasdaq:ADBE) today announced that it has acquired privately held Auditude Inc., a leader in video ad management and monetization technologies for premium publishers and media companies. Through the acquisition of Auditude, Adobe® is now uniquely positioned to provide an end-to-end video offering, seamlessly connecting authoring, publishing, monetization and optimization with the goal of helping customers build long-term businesses through the delivery of quality video content and superior viewing experience across all IP-enabled devices.

“Premium video publishers want to capitalize on the foundational shift to digital by providing viewers with great media experiences and maximizing the value of their content on every IP device,” said David Wadhwani, senior vice president and general manager, Digital Media Business Unit, Adobe. “With this acquisition, Adobe can now offer an unparalleled platform for authoring, distributing, analyzing and monetizing digital video experiences everywhere – simplifying workflows, increasing consumer engagement, delivering insights and driving increased revenue for content publishers.”

Supporting video ad management and monetization delivered via an open architecture platform, Auditude lets premium publishers and media companies efficiently create a high-quality, TV-like, multi-device advertising experience that is an essential component to viewer loyalty and attracting major brand advertisers. Industry-leading features of the Auditude platform include: easy integration into content management and other video operations systems; outstanding targeting capabilities; flexible ad placement and ad product offerings; intuitive sales rights management; access to and control of incremental advertising demand; and efficient cross-device workflow.

“By joining Adobe we are accelerating our vision of helping top media companies and publishers maximize the value of their video content,” said Jeremy Helfand, chief executive officer, Auditude. “Adobe has deep roots in video and bringing our capabilities together will provide great incremental benefits for our customers. As part of Adobe we are excited to bring publishers and media companies a platform offering that has never been possible before, driving unprecedented monetization opportunities for them.”

Auditude’s advertising server platform meshes neatly with Adobe’s video technologies, such as Adobe Flash® Media Server 4.5 software and Adobe Pass. The Flash Media Server family of products delivers media to multiple platforms – including Flash, HTML and native apps – with a choice of powerful protocols that can save significant bandwidth costs and lighten network load. In addition, Adobe Pass, the industry leading TV Everywhere Platform, is enabling premium content publishers to securely bring large catalogues of programming online. The combination of Adobe Flash Media Server, Adobe Pass and Auditude creates the most comprehensive solution for the world’s leading content publishers, broadcasters and brands to encode video once, securely deliver their content across platforms on-demand and efficiently monetize it.

Adobe also plans to integrate Auditude with the Adobe Digital Marketing Suite, which consists of integrated analytics and optimization products to collect and unleash the power of customer insight. For example, using the Suite, customers can identify the most effective marketing and content delivery strategies and ad placements as well as create relevant, personalized and consistent customer experiences across channels, such as onsite, video, display, email, social and mobile. The Suite enables Adobe customers to better maximize marketing ROI and advertising yield, which ultimately can positively impact the bottom line.

 Auditude FAQ

What does Auditude do?

Auditude helps maximize the value of video content through advanced ad technology and monetization services so content owners and distributors can effectively monetize their content wherever users choose to view it. Auditude’s flagship product is the Connect platform, an ad serving and decisioning technology targeted at premium video content owners and distributors that enables the insertion, trafficking, delivery, rights management, and analysis of online video ads.

Why has Adobe acquired Auditude?

As a leader in the authoring, distribution, and measurement of digital consumer experiences, Adobe is uniquely positioned to provide an integrated solution for content owners by seamlessly connecting video authoring, publishing, monetization and measurement.

The acquisition of Auditude provides a key component to the integrated Adobe solution – a best-in-class ad serving platform for publishers looking to monetize their content with marketing messages appropriate for their audiences. When you combine the Auditude ad serving platform with Adobe’s strength in authoring, publishing and measurement, the result is an unparalleled platform for publishers to create, publish, monetize and optimize their audiences across devices.

Who are Auditude’s customers?

Auditude provides a wide range of media companies the opportunity to monetize their video content across all IP connected devices. Examples include Comcast, Major League Baseball, Channel5, Dailymotion, FoxNews, Starz, News Distribution Network, Lionsgate, and Major League Gaming.

What opportunity is the combined company addressing in the market?

The opportunity is to create an integrated solution that seamlessly connects authoring, publishing, monetization and measurement for premium video delivered over IP. This is great for Adobe’s customers (premium video publishers, including broadcast and cable networks, distributors, and aggregators) as it enables them to increase revenue by maximizing the value of their content and also enabling them to offer their audiences a superior experience. Video audiences benefit from better user experience and more premium video content being available online as online content value increases.

Today, content delivery, ad management and analytics for video content and ads are separate workflows. This creates technical challenges for coordinating a great consumer experience and business challenges for maximizing revenue. First, inserting mid-roll ads, the most valuable ad type, is so complicated that publishers either create custom, un-scalable implementations or reduce their

overall revenue potential by relying solely on less valuable, easier-to-implement pre and post roll ads. With premium publishers able to command upwards of $30 CPM on mid-roll inventory, this is significant money that is being left on the table.

How will this acquisition benefit Auditude Customers?

Auditude’s customers will immediately start to benefit from the doubling of resources being applied to the Auditude solution across engineering and support services. This will allow the team to build out and better support existing customers with this best in class ad serving platform. On top of this these customers will now be some of the first to benefit from the vision of the combined solution helping media and publishing customers better satisfy their audiences as well as maximizing monetization opportunities through advertising.

How is this different from other Adobe solutions like SiteCatalyst and Test&Target?

This solution will integrate tightly with SiteCatalyst and Test&Target. In the future, customers will be able to increase ad yield by using data via SiteCatalyst or Test&Target to make the best ad decision.

Is Adobe committed to the Auditude product lines?

Adobe is very committed to Auditude product lines and will continue to invest both in core ad management as well as creating an end-to-end solution integrating ad serving with media delivery and analytics. Customers will still be able to buy the Auditude platform on a stand-alone basis, and will have the opportunity to benefit from the incremental features that are added as integration plans take shape throughout 2012.

Will current Auditude customer contracts continue to be honored?

It is business as usual and customer contracts will be honored as they were before the close of this acquisition.

Who should I contact if I have further questions about this acquisition?

You should contact either your current Adobe or Auditude account rep. If you aren’t clear on who to contact then please email

Higher Education Solution Briefs

There are three new Higher Education Solution Briefs available. Although these originate from the US, and reference US institutions, there are many similarities with the UK market. The three briefs are as follows:


Adobe Named Web Analyst Leader

As the competition to attract and retain students becomes more intense, and as the explosion in social networking extends into our educational institutions, so the need to understand the audience and personalise content to their unique needs, becomes ever more important. The Adobe Online Marketing Suite hasn’t been designed specifically for the education market, but that doesn’t mean it isn’t an extremely valuable tool for engaging a student or parental audience. The Forrester Research refernced below demonstrates Adobe’s leadership in web analytics.

Adobe SiteCatalyst Receives Strongest Current Product Offering Overall Score; Achieves Highest Scores in Social, Mobile and Video Subcategories

SAN JOSE, Calif. — Oct. 7, 2011 Adobe Systems Incorporated (Nasdaq:ADBE) today announced the company has been recognized as a leader in Web analytics by Forrester Research, Inc. through The Forrester Wave™: Web Analytics Q4, 2011 (October 2011). Adobe® SiteCatalyst®, Web analytics solutions, achieved top scores of “5” in 60 out of 80 categories and subcategories including the areas of mobile, social, video, service and support, among others.

Forrester stated, “Adobe continues to maintain the largest enterprise Web analytics footprint of any vendor. The Omniture® Business Unit has thrived within Adobe, continuing to grow its business and execute on a broad product development strategy comprised of organic development, acquisitions and partnerships. Recent updates to the core SiteCatalyst product and strategic expansions into social media, audience measurement and data management show a deep commitment to providing a comprehensive suite of products to support the analytics and execution of digital marketing.”

“Digital marketing is changing rapidly with the popularity of social networks, the widespread use of mobile apps and the rise of digital video,” said Aseem Chandra, vice president of product marketing, Digital Marketing Business Unit, Adobe. “Again, Forrester has named SiteCatalyst as an analytics leader in the firm’s Web Analytics Wave Report. This demonstrates our continued commitment to innovation. SiteCatalyst has been and remains the industry’s gold standard for building a foundation for digital marketing.”

The Forrester Wave: Web Analytics Q3, 2011 report is available for download at

About the Adobe Online Marketing Suite
The Adobe Online Marketing Suite, powered by Omniture, offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, e-mail, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line.

Adobe SearchCenter+ Adds Keyword Performance Predictive Analytics

At first sight this might not appear to be particularly relevant to the Education sector, but as Universities and Colleges compete to attract and retain students, ramp up their marketing activities and seek to develop revenue streams from international students; so the Adobe Online Marketing Suite has a role to play.

Partnership with OptiMine Enables Search Marketers to Significantly Increase Paid Search Performance

SAN JOSE, Calif. — Sept. 7, 2011 — Adobe Systems Incorporated (Nasdaq:ADBE) today announced that Adobe® SearchCenter+, a comprehensive search marketing management system within the Adobe Online Marketing Suite, has added keyword performance predictive analytics through a partnering agreement with OptiMine Software, Inc. This agreement will enable search marketers to achieve significant increases in paid search performance (i.e. higher return on ad spend, increased leads, higher conversion rates, increased revenue, greater profit per keyword, etc.). Tests done with search marketers using OptiMine’s keyword modeling have shown improved performance of 25 percent or more.

“Digital marketers are examining their paid search spend in the context of many other digital channels, like social, display and email,” said John Mellor, vice president of business development, Omniture Business Unit, Adobe. “Having the ability to predict the return on paid search becomes critically important when deciding on marketing mix and budget allocation. SearchCenter+ helps our customers spend their paid search budget on keywords that will impact the metrics most important to their business.”

The addition of OptiMine predictive keyword analytics to SearchCenter+ is particularly powerful for Adobe customers because SearchCenter+ captures the actual performance of each keyword in every one of the customer’s paid search campaigns. The OptiMine algorithms will now leverage SearchCenter+ keyword performance data, giving these algorithms a highly valuable data source to more accurately predict keyword performance and automatically generate optimal bids accordingly. Adobe customers can begin adding this new feature to their SearchCenter+ contracts immediately.

“We are delighted to partner with Adobe SearchCenter+ and believe the relationship validates the significant customer returns generated through our unique ability to automatically model every keyword,” said Jim Moar, chief executive officer, OptiMine. “The integration of our automated bid optimization coupled with SearchCenter+’s robust data will enable Adobe’s Online Marketing Suite customers to be even more successful.”

About the Adobe Online Marketing Suite
The Adobe Online Marketing Suite, powered by Omniture®, offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, email, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line

Adobe Omniture Summit – Announcements

There are three Omniture announcements today (follow the links), worthy of note:

  1. Adobe SearchCenter+ Enhanced with Integration of International Organic Search Data
  2. Adobe Announces Adobe Tag Manager for the Online Marketing Suite
  3. Adobe SocialAnalytics Begins Global Beta Program

Adobe Search Center

Digital Marketers in Europe Can Now Use Adobe Technology to Build Complementary Paid and Organic Search Campaigns

May 19, 2011 Adobe Systems Incorporated (Nasdaq:ADBE) today announced that its paid search optimization solution, Adobe® SearchCenter+, powered by Omniture®, now integrates organic search data from European search engines, including Google, Bing and Yahoo!. Digital marketers in Europe can now use SearchCenter+ to build complementary paid and natural search programs, further optimizing the revenue generated from search marketing efforts. This capability is enabled by the new version of SearchCenter+, announced in February of this year. Searchmetrics will provide European organic search data from its flagship Searchmetrics Suite. The integration is built using Adobe Ge nesis™, which automates the integration of partner solutions with the Adobe Online Marketing Suite, powered by Omniture.

Adobe Tag Manager

Streamlines Deployment of Online Marketing Suite and Other Advertising and Marketing Technologies; Customers Can Utilize Existing Adobe SiteCatalyst Tags to Implement; Adobe Genesis Partners Can Use to Simplify Integrating Their Products with the Adobe Online Marketing Suite

May 19, 2011 Adobe Systems Incorporated (Nasdaq:ADBE) today announced Adobe® Tag Manager for the Adobe Online Marketing Suite, powered by Omniture®. This new solution provides a tag management framework for the entire Adobe Online Marketing Suite as well as for other digital marketing technologies.

Social Analytics Beta Program

Adobe SocialAnalytics Helps Marketers Measure and Optimize Social Media’s Impact; Leading Marketers Around the World Participating in Beta

Adobe Systems Incorporated (Nasdaq:ADBE) today announced that Adobe® SocialAnalytics, a new application within the Adobe Online Marketing Suite, powered by Omniture®, is now in a worldwide beta program. Unveiled earlier this year, Adobe SocialAnalytics goes beyond social monitoring and aggregates all relevant activity from social networks and online communities and identifies how that activity impacts key business metrics and brand perception, ultimately guiding social activity across channels and driving ROI.

Product Launch: Web Experience Management

Today, February 22, Adobe announced the immediate availability of its web experience management solution, but what’s the relevance for Education?

As more and more Universities and Colleges promote and market their courses, so they increasingly need solutions to provide a rich experience for prospective students. For the first time in Q4 2010, the purchase of smartphones exceeded that of PCs. By teh end of 2012 more information will be retrieved on mobile devices than traditional PCs. As a result, a solution that is multi-channel, multi-device will be crucial to success. The announcement today integrates Day Software into the Adobe Online Marketing Suite to deliver the social and personalised experience required by young people today.


Web Experience Management Solution Includes Updates to CQ5 from Adobe and Integration with Adobe Online Marketing Suite

Adobe Systems Incorporated (Nasdaq:ADBE) today announced the immediate availability of its new Web experience management solution, a significant milestone in delivering a Customer Experience Management (CEM) platform that powers immersive, multi-channel experiences, transforming how enterprises engage, sell and service their customers. A key component of the platform, the new Web experience management solution enables businesses to leverage new mobile devices and social communities to extend marketing reach, drive brand engagement, and increase conversion rates of today’s digital consumer. It incorporates product enhancements to CQ5 from Adobe, including new modules for mobile and marketing campaign management as well as new integration with Adobe® Online Marketing Suite.

Pioneering Customer Experience with New Solutions for the Mobile, Social Web

CQ5 is the only unified suite of content management tools including Web content management (WCM), mobile, social collaboration, marketing campaign management (MCM) and digital asset management (DAM) applications. CQ5 adds the capabilities of Online Marketing Suite, allowing businesses to deliver more targeted content to identified segments and transform a website from a general communications platform into a focused vehicle for lead generation and revenue acceleration.

New CQ5 modules:

  • CQ5 Mobile – extends the capabilities of CQ5 WCM and lets businesses easily customize and repurpose existing content for optimal display across screens and devices. In addition to Web application development, CQ5 Mobile is currently the only solution in the market that allows marketers to easily edit content for native applications. Businesses can seamlessly integrate mobile into multi-channel marketing efforts, reduce costs, connect with “on-the-go” customers and increase revenue.
  • CQ5 Marketing Campaign Management (MCM) – a unified marketing automation system that allows marketers to effectively plan and roll out multi-channel marketing campaigns by orchestrating campaigns across Web, mobile, mobile apps, social communities, social media and more. By ensuring brand consistency and campaign effectiveness, CQ5 MCM helps increase sales via better conversion rates and brand loyalty.

Updated CQ5 modules:

  • CQ5 Social Collaboration – provides online marketers with new tools to build media-rich, interactive online communities that increase site repeat visits, build customer brand identification and loyalty, and facilitate greater customer insight for continuous optimization of new campaigns. With a new Forums capability, users can also exchange and connect information within and beyond the organization to employees, vendors, customers, prospects and other stakeholders.
  • CQ Targeting – a seamless unification of CQ5 and Online Marketing Suite empowers organizations to gain real-time marketing agility to drive higher rates of customer acquisition and return on campaign spend.
    • Pre-built integration with Adobe SiteCatalyst®, powered by Omniture® enables digital marketers to measure and analyze customer interactions across channels for real-time updates to targeting rules to drive greater relevancy and brand engagement for outbound marketing efforts.
    • Pre-built integration with Adobe Test&Target™, powered by Omniture allows digital marketers to analyze customer interactions and behavioral observations across channels to boost online conversion rates and drive increases in sales pipeline and company revenue.

Adobe continues to push product integration and innovation to deliver the most comprehensive Web experience management solution in the market.


Rob Tarkoff, Senior Vice President and General Manager, Digital Enterprise Solutions, Adobe

  • “The pressure is high for businesses to become more social, personalized and interactive while maintaining greater revenue at a lower cost. This careful balancing act of effectiveness, improved customer experiences, and multi-channel optimization can only be achieved through an end-to-end Web experience management solution. CQ5 from Adobe, combined with the capabilities of Adobe Online Marketing Suite, gives business leaders unrivaled intelligence and agility to bolster their company brand and incite greater customer loyalty.”

Melissa Webster, Program Vice President, Content & Digital Media Technologies, IDC

  • “With the dramatic growth of smartphones, tablets and other connected devices, and the huge adoption of social networks, online marketers must be able to engage their customers across very diverse channels, including Web, mobile and social. Marketers need an integrated platform that lets them create and deliver a compelling and relevant experience – one that’s tailored to the particular customer in the context of their interaction. IDC believes it will be critical for customer experience vendors to provide an integrated suite of tools that is designed to deliver specific content to specific customers in context – at any time, on any device – and that provides actionable insight to help marketers optimize that content.”

Hal L. Danziger, Chief Technology Officer, New York Media

  • “As consumers use an increasing variety of devices, platforms and channels to access mobile content, it becomes more challenging to deliver a consistently high-quality experience for every user. The rollout of CQ5 from Adobe will make it much easier to create and maintain mobile Web presences and apps that reflect the full richness of our website, with an optimized mobile experience no matter how readers choose to access our content. In this way, we can help meet the needs and preferences of every reader and leverage our strong customer relationships to compete against other media companies across all platforms. We’ve seen from Adobe a continual evolution in the way businesses can create, manage and use content, from simple features like annotation to the ability to publish video without having to worry about formats. It shows an ongoing commitment by the company to provide customers like us with more feature-rich tools for developing content across every platform our readers use.”

Dan Barnicle, Vice President, Content Management and Collaboration, SapientNitro

  • “With the continued explosion of mobile devices and increased adoption of social media, marketers need to deliver campaigns that reach today’s savvy, on-the-go consumer in a way that is both authentic and adaptable. SapientNitro and Adobe share a vision for providing marketers, businesses and IT professionals with the tools for delivering more collaborative and dynamic customer experiences to organizations across industries and devices. Today’s launch of CQ5 from Adobe raises the bar on Customer Experience Management for deploying optimized multi-channel campaigns across mobile and social collaboration platforms.”

Andy Peebler, Senior Vice President, Acquity Group

  • “Most of our clients, CMOs and technology organizations inside Global 1000 brands, have already invested in their Web, social, mobile and campaign infrastructures, and face a real challenge today maintaining consistency across all these different customer touch-points. Historically, maintaining that consistency has meant a lot of systems integration work to focus on the plumbing of customer experience management versus the time spent understanding customer needs and developing actual content and campaigns. Adobe’s new CQ5 release will allow us as an agency to spend less time on the plumbing and more time listening to customer needs and developing compelling user experiences and campaigns to optimize our clients’ relationships with their customers.”

Helpful Links


The Web experience management solution is immediately available worldwide.