Adobe Summit EMEA “Sneaks”


A slight change to the rou­tine here this week, as we bring you not ten but six real­ly cool projects show­cased at Adobe’s “Sum­mit Sneaks” 2018. We hope you’re as excit­ed by the new devel­op­ments as we are—some of these are real game-chang­ers!

  • See and Shop: Shop­pable images, per­sis­tent across the web, have long been a mar­keters’ dream. We’ve seen mul­ti­ple dif­fer­ent solu­tions, but none with the pow­er and flex­i­bil­i­ty of Adobe’s See and Shop func­tion­al­i­ty: it will let con­sumers buy from any­where online that they see a prod­uct image. Whether it’s an Insta­gram post or pho­tos fea­tured in a com­pa­ny blog, cus­tomers can instant­ly pur­chase any prod­uct that’s been tagged, no mat­ter where they are or what device they are using. This opens up the pur­chase to all points in the con­sumer jour­ney. It also means that every time a cus­tomer sees the pho­to­graph of that pair of slip­pers that’s been fol­low­ing them around the web for the past sev­en months (nam­ing no names), they’ll be able to pay it to go away—which is how adver­tis­ing works, right?
  • Video Ad AI:AI is a term on everyone’s lips in 2018—and when you expe­ri­ence the trans­for­ma­tive poten­tial of prod­ucts such as our Video Ad AI, you can under­stand why. Bring­ing the pow­er of data and machine learn­ing to the video ad space, it offers an unprece­dent­ed degree of insight into video cam­paigns, help­ing you opti­mise con­tent for the cam­paign and audi­ence you need. Imag­ine a 60-sec­ond TV spot that needs to be rolled out across social media plat­forms. With Video Ad AI, we can help ensure that you opti­mise for each platform’s require­ments. First, the video is auto-tagged for bench­mark­ing against sim­i­lar con­tent; next, Adobe Sen­sei assess­es past per­for­mance of con­tent sim­i­lar to the TV spot. This gen­er­ates an effec­tive­ness score, which is the basis for rec­om­men­da­tions about improve­ments. These recommendations—such as chang­ing the length and flow of the video—are sent to video adver­tis­ers in Adobe Pre­miere Pro CC, along with the orig­i­nal ad, for edit­ing. You can adjust the ad to align with your mar­ket­ing objec­tives to deliv­er high-per­form­ing con­tent while retain­ing its cre­ative ele­ments. Rather than hav­ing to amass a bunch of data to prove a con­clu­sion you already intu­itive­ly know is true (we know, it hap­pens) you can get a machine to do it instead. There’s one in the eye for those pre­dict­ing machine suprema­cy.
  • Mas­ter Plan: Chalk up anoth­er win for human­i­ty! We con­tin­ue to foist some of the, well, poten­tial­ly less thrilling ele­ments of a marketer’s job onto the uncom­plain­ing 1s and 0s of the Adobe Sen­sei pro­cess­ing behe­moth. Mas­ter Plan takes some of the busy work out of build­ing the cus­tomer expe­ri­ence, from first touch­point to loy­al­ty pro­grammes. It frees you up to focus on more impor­tant mat­ters (we are not going to judge what you con­sid­er to be “impor­tant”). Mas­ter Plan uses Adobe Sensei’s com­pu­ta­tion­al pow­er to speed up cus­tomer expe­ri­ence plan­ning, orches­trat­ing tasks such as asset selec­tion and build­ing a mar­ket­ing mix. It deliv­ers rec­om­men­da­tions on every­thing from rel­e­vant assets to the opti­mal mar­ket­ing mix across dis­play, email, social, mobile and oth­er chan­nels. It adjusts these on the fly to account for shift­ing vari­ables such as bud­gets or time frames. Seri­ous­ly, you’re going to have SO much more time for the fun stuff.

  • Expe­ri­ence Ana­lyt­ics: Track­ing user inter­ac­tions from the online world to meat­space is, let’s be hon­est, tricky, which is a prob­lem when it comes to cre­at­ing seam­less and intu­itive cus­tomer expe­ri­ences (and for pesky things like attrib­ut­abil­i­ty, we know). Expe­ri­ence Ana­lyt­ics is here to help with this per­sis­tent­ly painful issue, enabling a brand to pull data from any source into a com­pre­hen­sive view, and curat­ing to dri­ve insights. For exam­ple, it allows a retail­er to see cus­tomers who have vis­it­ed both a store and their web­site dur­ing a spec­i­fied peri­od of time, which could enable them to pro­vide per­son­alised, tai­lored expe­ri­ences at a cus­tomer-by-cus­tomer lev­el. A finan­cial ser­vices com­pa­ny could com­bine call cen­tre data with oth­er infor­ma­tion to work out how users migrate across dif­fer­ent touch­points and opti­mise the expe­ri­ence accord­ing­ly. In adver­tis­ing and mar­ket­ing, we’re often told that per­son­al­i­sa­tion is the future of effec­tive sales—Adobe Expe­ri­ence Ana­lyt­ics is a big step on the jour­ney to that sort of per­son­al­i­sa­tion (but not, we promise, in a creepy way).
  • Launch It: No one enjoys tag­ging web­sites (real­ly, they don’t), yet it’s a cru­cial activ­i­ty. With the advent of Launch It, we can ful­ly auto­mate this task, leav­ing you free to … well, do what­ev­er you want real­ly. After scan­ning a web­site and inspect­ing every con­tent ele­ment, Launch It uses a com­bi­na­tion of AI and nat­ur­al lan­guage pro­cess­ing to ful­ly auto­mate the tag man­age­ment process. Once you approve this struc­ture, every ele­ment on the site is instant­ly auto-tagged, reduc­ing the time required to com­plete this task to mere min­utes. You’ll have time, now, to tack­le more strate­gic tasks, or maybe just leave work on time for once. Or sleep under your desk. We won’t tell.
  • New View: Final­ly, in this round of Adobe Sneaks, it wouldn’t be 2018 with­out a men­tion of vir­tu­al real­i­ty. The last project brings the world of Minor­i­ty Report (or at least the non-sin­is­ter, float­ing inter­faces bit of it) to the mar­ket­ing suite. New View pairs VR tech with AI, Machine Learn­ing and Voice to enhance work­flows for busi­ness users. Bring­ing your favourite tools into VR space, New View ush­ers in an era in which a 3D space enables users to see var­i­ous data dimen­sions at once, uncov­er­ing insights that may have been lost oth­er­wise. It also has the poten­tial to enable inter­na­tion­al, mul­ti-site co-work­ing in a vir­tu­al space. Wel­come to the future—we live in it. It’s all going to be ok, we promise.

Advertising, News, Technology
Ryan Levitt

Posted on 05-04-2018

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