Results tagged “adobe digital index”

Announcing Mobile Services for Adobe Marketing Cloud

It’s been a busy year for us in digital marketing and our momentum with Adobe Marketing Cloud continues. Today, we’re excited to announce Adobe Mobile services for Adobe Marketing Cloud to help marketers better manage, optimize and monetize their mobile apps. Available today through initial integration with Adobe Analytics and Adobe Target, the new cloud-based Adobe Mobile services offer a series of app-centric capabilities including a new user interface for mobile teams, app experience geotargeting (via GPS), and audience testing to maximize the user experience.

Adobe Mobile Services - GPS Data Targeting

With these new services, we’re offering capabilities that drive ROI across mobile apps and eliminate having to integrate multiple point solutions across operating systems, devices, and app stores. Even better is that developers can rapidly deploy Adobe Mobile services and have customers up and running with apps in minutes. Additional support for solutions that provide mobile capabilities including Adobe Campaign and Adobe Experience Manager is expected in 2014. Check out the website for the latest capabilities Adobe Mobile services can offer – including geo-location targeting, app analytics, app optimization, broad platform support, ease of deployment, and data privacy. Also, Adobe’s Ray Pun discusses the app-centric user interface of Adobe Mobile services in his blog post, “Mobile Marketing Just Got Easier” (part one of a three-part series), and the video demo will let you see things in action.

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Additionally, Adobe’s Digital Index team released some new findings around mobile app trends after measuring engagement on apps versus websites for more than 600 brands. Some key takeaways:

  • Compared to those browsing websites, tablet and smartphone users spend 3-4 times more time with apps – with app usage outpacing mobile web visits by an average of 100 minutes per month
  • Android apps are used 40% more often than iOS apps, but iOS apps get twice as much ‘time spent’ per month
  • Banking and investment apps are used 30% more frequently than other apps

The data goes to show that mobile app users are more loyal to brands opposed to those who just visit a brand’s website from their mobile device. Full commentary and findings are available here. And for the latest digital marketing trends and insights, visit the Adobe Digital Index portal on CMO.com.

Follow Adobe Marketing Cloud on our blog, Facebook and Twitter for the latest news and updates!

News Rundown at Adobe Summit EMEA – 2013

Adobe Summit EMEA, The Digital Marketing Conference, opened in London today at 9:00 a.m. local time with a keynote address by Brad Rencher, senior vice president and general manager of the Adobe Digital Marketing business.  Over the course of the two day event, Summit participants have the opportunity to learn from the industry experts and network with savvy professionals who continue to push the boundaries of digital marketing and advertising, ultimately making their businesses more successful.  Keynote speakers from high-profile brands like UniCredit Group, Nike Global, AKQA, Nissan Europe, Deloitte digital, BBC, SAP and SapientNitro DACH highlight the agenda, and record-setting Austrian skydiver and BASE jumper, Felix Baumgartner, will open the general session on Thursday.

We released several news announcements at Summit today including:

  1. News about a powerful new capability in Adobe Social that predicts social content performance on Facebook to maximize engagement and ROI.
  2. Details of an expanded global partnership that integrates Adobe Marketing Cloud with SapientNitro’s EngagedNow platform.
  3. An efficient means to conquer the webinar process from within Adobe Experience Manager.
  4. Results of the Adobe Digital Index State of Mobile Benchmark Report 2013, including detail on 1) how Samsung smartphones are gaining popularity with Europeans and 2) how iOS has re-emerged as a leader in US smartphone browsing and dominates on tablets.

Adobe Marketing Cloud has fast become the solution that helps marketers get from data to insights to action, faster and smarter than ever. Here are some expanded highlights:

Adobe Social Unveils Predictive Publishing for Facebook

This powerful new predictive publishing capability for Adobe Social, which predicts social engagement on individual pieces of content and automatically suggests ideal timing to improve how that content will perform, will offer Facebook integration with the initial version.  Additional social platforms will be added later in the year.

Adobe and SapientNitro Expand Global Partnership

Adobe and SapientNitro’s expanded global partnership includes integration of the Sapient EngagedNowSM platform with Adobe Marketing Cloud.  This integrated offering provides a solution for creating, delivering and optimizing consumer experiences across Web, social, mobile, and digital displays. NASCAR, E.ON and VISIT FLORIDA are among the organizations already seeing significant results using EngagedNow with Adobe Marketing Cloud.

Additional benefits for customers include:

  • Complete hosted and managed services for Adobe Marketing Cloud solutions from SapientNitro with EngagedNow
  • Ready-to-use integrations built specifically for key verticals, including travel, sports and entertainment, retail, and financial services, that help make development and deployment more efficient
  • Built-in operational efficiencies from the integration of EngagedNow and Adobe Marketing Cloud that streamline creative, delivery, and measurement workflows for better performance and cost savings

Conquering the Webinar Process – from within Adobe Experience Manager

Adobe Experience Manager webinars, powered by Adobe Connect, helps marketers 1) easily create targeted webinar landing pages that drive registration; 2) deliver immersive online events that engage audiences, build brand and drive demand; and 3) deliver post-event analytics via capabilities from Adobe Analytics.

Adobe Digital Index State of Mobile Benchmark Report

The report analyzes 150 billion visits to 1,500+ websites to provide an overview of how consumers are using mobile devices worldwide.  In addition to trends in social media, video content consumption and ecommerce from the past 12 months, the study features key findings on which mobile operating systems and device manufacturers are helping drive the most web traffic globally.

Samsung smartphones gain popularity with Europeans

In the 19 European countries analyzed, nearly 30% of all smartphone browsing now occurs via a Samsung device – up 9% from last year.

iOS has re-emerged as leader in US smartphone browsing and is dominant amongst tablets

The iPhone has been gaining ground since being offered on the Verizon network (February 2011), and again became the primary driver of smartphone browsing in the US during Q4 2012, after trailing Android phones for two years. In addition, iPads accounted for nearly early 80% of all tablet browsing in the US in February 2013, up 10 percent from last year.

Super Bowl Advertisers Can Expect a 20% Increase in Web traffic; Mobile Video Viewing will Double on Super Bowl Sunday

Those of us in the advertising profession don’t view the Super Bowl like most Americans. Let’s face it – most people will be focused on watching their big screen TVs, eating Super Bowl munchies, and hoping for their favorite team to score another touchdown. Marketers, however, think of this event as the Holy Grail of advertising. We run into the room when the commercials start, and admittedly some of us even tune out when the football action resumes. For marketers, it’s our opportunity to be inspired by the world’s best creative talent. Most importantly, it’s our moment to truly entertain, inspire and emotionally touch consumers during one of the biggest TV events of the year. In the back of our minds, however, a huge question looms: Is this the best we can do as marketers? Should we still be spending that much money on a seemingly untargeted and untrackable sports event?

Digital marketers are held to a higher standard nowadays. Measurement, targeting, and the ability to deliver relevant advertising through digital media channels have changed the game. Simply tracking marketing budget ROI via focus groups and awareness studies is insufficient for today’s CMO.  Interaction between online and offline media is still complex, but it’s imperative to analyze and optimize multiple media in order to build effective advertising campaigns.

The Adobe Digital Index team performed two types of analysis to understand 1) the consumption patterns of sports related content across devices, and 2) how web traffic is impacted by television advertising around the Super Bowl.

Mobile video viewing will double on Super Bowl Sunday

The Digital Index team analyzed 1.4 billion video starts during 10 large sporting events in 2012 and compared them to typical, non-event days.  Viewers demonstrated an increasing propensity to check sports-related videos from their mobile phones and an even larger desire to watch those videos from tablets during these special sporting events. These data points are compelling, but most striking is the percentage of online videos accessed by tablets and mobile phones, reaching 16% on a day with a major sporting event – a 100% increase compared to a typical day in sports. Viewership levels of this magnitude are significant and demonstrate the need for media websites to continue to invest in usability, design, and optimization of mobile content.  For advertisers, it begs the question, Should I supplement my Super Bowl ad spend with online video to reach a more affluent and targeted audience with more measurable results?  Or, if I can’t afford America’s most expensive 30 seconds of airtime ($3.8 million in 2013), can I take advantage of the event in other ways online?

Digital Index data suggests that marketers should be saying yes and yes. Super Bowl advertisers should consider the mobile video consumption trend to supplement their television expenditure with incremental online video advertising. Advertisers seeking more targeted vehicles or those who cannot afford the Super Bowl premium can tap into this marketing moment online and capitalize on the digital channel’s great targeting, low cost per mille (or cost per impression), and affluent audience. We know that mobile advertising is still complex, but the prices remain relatively low while the audience is growing and is proven to spend more. U.S. advertisers spent 180 billion dollars in 2012, but directed only 2% of that spend into mobile advertising (Source: eMarketer Worldwide Ad Spending Forecast, January 2013).

Mobile Video Graph

Super Bowl advertisers will see a 20% increase in web traffic and the bump in visits will last about a week

Visits and page views to companies that advertise on TV during the Super Bowl show a 20% increase in visits on the day of the game and maintain higher than average traffic for a week following the game.  However, by the following week, all is forgotten and traffic returns to its normal levels.

This chart shows visits leading up to and following the Super Bowl in 2011 and 2012:

2011-2012 Super Bowl Graph

In 2012, more and more brands launched Super Bowl videos online before the game. The 2012 data in the graph above shows that traffic for advertisers peaked much earlier in the cycle prior to the Super Bowl. The week following the Super Bowl, however, saw a lower lift of 12% more page views versus 15% in 2011, and 12% more visits in 2012 versus 23% in 2011. These findings indicate that the previews were more likely to pull traffic forward than increase the overall impact. Clearly, optimizing the digital returns from Super Bowl advertising is still a work in progress.

Many advertising conversations revolve around the tradeoffs between digital and traditional advertising when in fact, the most powerful formula comes from the combination of them. As media companies expand their digital content and ad insertion capabilities, especially in the area of video and mobile, and as advertisers dial in the magic formula between online and offline media spend, it becomes increasingly clear that we can no longer think in terms of one versus the other. The marriage of digital and traditional media will become the ultimate solution and will drive unprecedented results.

Will Super Bowl advertisers be able to dial in the previews and extend the post-Super Bowl bump this year? Will they incorporate online and offline campaigns more effectively and improve the effectiveness of their Super Bowl ad spend? Will advertisers get their money’s worth? A lot of these questions will be topics of discussions after February 3rd.  In the meantime, we’d be interested in hearing your thoughts and predictions.

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