At Adobe Summit EMEA, over 5,000 attendees have come together to explore the future of digital experiences; a landscape that’s becoming increasingly complex. With mediums like mobile and video on the rise, consumers are continuing to expand the various touch points they have with digital content. At the same time, their expectations are higher than ever before. Brands are faced with having to engage consistently across all these different platforms, while figuring out how to serve up content that’s deemed relevant.
Mobile has been one of the more challenging areas to navigate; apps continue to flood the market (1.5 million in the iOS App Store last year, 300,000 more than the year before) but consumers are becoming much more selective. And when it comes to mobile web, it’s often viewed as a neglected channel.
In EMEA, only 40% of consumers say that brands are doing a good job of providing a personalized and consistent experience across devices; 72% of consumers say that browsing on smartphone is worse than on desktop. As the market continues to boom (smartphone traffic in EMEA grew 25% in 2015), experience will become the primary differentiator for mobile brands.
We view mobile strategy in the context of four phases: build (create beautiful apps), acquire (build an audience), analyze (act on the right insights) and engage (delivering experiences that resonate with users). This enables brands to support the creative content they’ve created for mobile with robust analytics on how users are reacting. It allows for innovation through constant iteration, honing what resonates most with users.
We’ve announced several new capabilities across Adobe Marketing Cloud to support different areas of the mobile experience:
- New Advertising Capabilities for Better Personalization: Each time consumers view or interact with a digital ad it’s an experience they have with the brand. If the experience is delivered poorly or the content isn’t of interest, users will seek ways to bypass the content, as they become less willing to accept ads as a trade-off for free services. Advertisers can address this challenge by developing a better understanding of audiences through robust data analytics, delivering ads that are contextually relevant and personalized to individual tastes. We’ve announced new capabilities within Adobe Media Optimizer that will enable brands to support creative ad content with deep data insights, allowing them to engage users with relevant messages or offers across any channel.
- Personalization at Scale via Device Co-Op: The Adobe Marketing Cloud Device Co-op, introduced at Adobe Summit US, enables brands to transition from device-based marketing to one centered on people. As consumers navigate amongst various devices in their day-to-day lives, brands will be able to identify people across various touch points, delivering highly personalized and relevant experiences while ensuring the highest level of privacy and transparency.
- Better Mobile Video Recommendations: We announced data science capabilities within Adobe Primetime and Adobe Target at Adobe Summit US that enable personalized video recommendations for TV Everywhere. Media companies are able to surface content based on deep contextual and consumption insights, helping the industry better engage with viewers as television content continues its migration across devices.