Catch the window before it shuts

The @AdobeUK Team

October 12, 2012

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Despite the shaky UK economy, brands are continuing to invest billions into digital advertising – both online and through mobile devices.

This is one of the findings from the latest advertising expenditure report from the Internet Advertising Bureau (IAB); with advertising spend shooting up by 12.6 percent to £2.6 billion in the first half of the year.

Fuelled by the rocketing number of smartphone and tablet users, mobile advertising alone grew by 132 percent to £181.5 million in the first half of 2012, from the previous year, and now accounts for seven percent of all digital advertising spend.

These results support the findings of Adobe’s Q2 2012 Global Digital Advertising Update, which we blogged about back in July.   Our report showed that whilst conversion rates for tablets are 120 percent higher than those for PCs, Cost Per Clicks (CPC) rates are markedly less than desktops or laptops, 30 percent less in fact – opening a window of opportunity in the digital advertising market.

“Mobile traffic continues to demonstrate a significant opportunity for advertisers as the industry is still yet to normalise click through rates” comments Jonathan Beeston, director of new product innovation at Adobe. “With results remaining strong for mobile, there is a growing emphasis on mobile devices as tablet conversion rates outshine desktop conversion rates.”

However, the gap in that window of opportunity is starting to close and it won’t be long until the cost per click rate starts to increase. To make the most of this, brands need to act now to make sure they don’t get shut out by their competitors.

“There’s still time for brands to get in there and reap the benefits delivering greater ROI but they need to move quickly before this ever shrinking window shuts,” adds Beeston.

Adobe announces Eduserv Adobe ELA Framework agreement

The @AdobeUK Team

September 06, 2012

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Students are now paying up to £9,000 a year in tuition fees. As such, Universities should anticipate their new intake of undergraduates to have much higher expectations about what they’re getting from their studies. With more and more employers expecting their staff to be well versed in digital, there will naturally be increased demand from students for access to industry-standard technology that will help them get a job once they graduate.

To support institutions in meeting this demand, we’ve launched a new three year license agreement, the Eduserv Adobe ELA Framework Agreement. It means that both Further Education and Higher Education institutions will be able to provide access to Adobe’s latest Creative Suite software across the whole campus for the first time. Plus staff get it too!

We’re working with loads of leading institutions to help them deliver a strong digital offering. Here’s what a few have to say about the Eduserv Adobe ELA Framework Agreement:

 Kirk Laws-Chapman, Resources Manager, Norwich University College of the Arts:

“The new Eduserv Adobe ELA Framework Agreement has provided Norwich University College of the Arts with an affordable way to give our students access to latest industry standard software across the campus. Meeting expectations against a background of rising tuition fees is a challenge, and this is a great way for us to add value to the student experience here.

Phil Purves – Senior Lecturer, Bath Spa University:

“I’m confident that a lot of current and future students will benefit the new Eduserv Adobe ELA Framework Agreement. In addition to saving the University money, it is giving us software consistency everywhere with the latest CS6 suite available on whatever machine is capable of running it. All our creative areas have been keen to support this new agreement. It’s going to make a huge difference.”

Steve Harvey, Arts University College at Bournemouth:

“The Arts University College at Bournemouth (AUCB) feels extremely privileged to be signed up to the Eduserv Adobe ELA Framework Agreement. It enables us to offer more access to industry standard software at a good price, but also helps with the strategic development of software maintenance to align Education and Business application deployment.”

 For more information on how to sign up to the agreement, check outwww.eduserv.org.uk/ela. To be included in the next entry point in November 2012, institutions must complete all paperwork by 24th October.

Countdown to Create the Web London

The @AdobeUK Team

August 22, 2012

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It’s just over a month now until Create the Web London!

The event is a fantastic opportunity to learn about the latest tools and techniques for creating content for the modern web. You’ll also find out how Adobe is helping shape the future of the web and get a sneak peak at new tools, technologies and services for web designers and developers. Topics covered will include HTML5, CSS3, motion graphics, web development and more.

This free, full day event held in London on 2nd October is filling up fast, so if you don’t want to miss out make sure you register here today.

Here’s a lowdown of what to expect: 

10:00 – Keynote/General Session

In the opening keynote, Adobe will layout its commitment to the web as the primary platform of the future, and will announce and demonstrate new tools and technologies that enable web designers and developers to create the experiences that push the boundaries of what is possible on the web.

10:30 – A Journey Through the Graphical Web

Vincent Hardy (Director of Engineering, Web Platform)

This presentation will walk us through the quest towards a more graphical web with an immersive presentation of the key features (and characters) that are, have been or will be available to the create graphical content on the web. The goal of this playful presentation is to inspire and show the vision of a web with a wide graphical creative surface.

11:15 An introduction to the modern Web for the creative professional

HTML5 and CSS3 introduce new features that expand the creative capabilities of the web. In this session, you will get an introduction to some of the newest and most expressive features in HTML5 and CSS3, as well as an overview of what new features are coming in the future.

1:00 Move the Web : Introduction to Motion Graphics on the Web

Mike Chambers (Director of Developer Advocacy)

Discover all the ways that animation is coming to the modern web. Hear about how to make use of CSS3 transitions and animation, JavaScript libraries that can help with animation, and suggestions for best practices around creating animations with web technologies.

1:30 Adobe Edge Animate: Creating the interactive web

Lee Brimelow (Developer Evangelist)

Adobe Edge Animate is a tool for creating web animations with HTML, JavaScript, and CSS. In this session you’ll see how you can start using Edge Animate to create animations that run on browsers and mobile devices.

2:15 – Brackets: Code the Web

Adam Lehman (Sr. Product Manager, Interactive Development)

Brackets is an open source code editor that challenges the status quo with innovations like inline Quick Editing and live browser connectivity built with HTML, JavaScript, and CSS. This session will provide an overview of Brackets and demonstrate how to hack on the project so you can customize and extend it to meet your needs.

2:45 - PhoneGap & Shadow: Building & Testing Mobile Apps with Web Standards

Every web developer needs to think about a mobile strategy when it comes to deploying content. This session will take a look at new APIs in HTML5 that make the most of mobile device features, how to test and debug content with tools like Adobe “Shadow”, and workflows for creating mobile applications from web technologies with PhoneGap and PhoneGap Build.

3:35 - CreateJS: Creating Rich, Interactive Experiences for HTML5

Grant Skinner (CEO / Technical Director gskinner.com)

CreateJS is a suite of JavaScript libraries for building expressive content that targets HTML5 Canvas. Find out how to use libraries that let you easily manipulate content on top of HTML5 Canvas, manipulate sound, animate content, and manage loading of assets.

4:15 - Design Responsively: Creating a Site that Works Across Screens

Responsive design is forcing designers and developers to think about their content differently.  The huge variation of screen sizes and device capabilities is enabling a whole new level of experiences.  In this session you’ll learn the principles of responsive design and get a sneak peak at what Adobe’s been working on.

Look forward to seeing you there, and make sure you follow the conversation on Twitter with #CreateTheWeb.

Share, Discuss and Learn with Adobe Education Exchange

The @AdobeUK Team

August 21, 2012

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I’m sure most teachers will agree that hearing about their peers’ experiences and getting their advice is incredibly valuable. Learning new techniques and approaches, what’s worked and what hasn’t, is what helps keep teaching fresh and inspired. That’s why we’ve just launched a new public discussion forum on the Adobe Education Exchange.

In a nutshell, the forum enables members to share ideas so they can keep up to date with the latest tools and innovations. There are more than a dozen different forum topics including teaching & learning and educational technology, so members can discover as well as contribute new ideas that will help others spark creativity in the classroom.

It’s really simple to start a new discussion – all you need to do is click on the collaborate tab on the top level navigation bar and fire away your questions or top tips. With more than 50,000 members, there is bound to be a member out there who shares your interests! Current discussions include everything from how to incorporate HTML5 into the classroom to the best ways to teach students how to use Photoshop.

So what are you waiting for? Check out the Adobe Education Exchange website for more information and start sharing today!

Proving the worth of Facebook ads

The @AdobeUK Team

August 10, 2012

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Marc Blinder, Director, European Operations, Adobe


Just as data from the computer age helped shape finance in the 1970’s, it has also become the digital revolution’s gift to marketing. Gone are the days where marketers are on the back foot as to justifying how their campaigns are working; the availability of real time data gives them instant access to exactly what is and isn’t working on their campaign so they can tweak and optimise it accordingly. This coupled with the availability of tools which predict and measure campaign results, has given marketers a much bigger say into the company strategy and budgets – much like the role of the finance team.

In order to get to this stage however, marketers need to understand exactly which metrics to measure for each channel, in order to successfully play back that channel’s ROI in the boardroom. With the ease of capturing behavioural data online there’s certainly no shortage of such metrics, but the trick is to know what key indicators are important for each channel and observe these accordingly.

Take Facebook ads for example. There has recently been some interesting debate around just how effective this form of marketing is. On one hand, reports have suggested Face­book adver­tis­ing is not very effec­tive and in com­par­i­son to Google pro­vides sig­nif­i­cantly less value. Other reports however have highlighted brand successes through the same method which begs the question, are people measuring this form of marketing correctly?

Typically, Facebook ads should be mea­sured by soft and hard met­rics. Soft metrics include reach and engage­ment and hard metrics include the impact on rev­enue, profit, mar­gin and offline store sales across all mar­ket­ing and sales chan­nels of a business. Where some marketers have struggled in the past however is because they feel that social chan­nels should be mea­sured using the same mea­sure­ment mod­els and account­abil­ity as search mar­ket­ing efforts.

Unfortunately, this method is flawed because consumers are not spending time on social chan­nels to imme­di­ately buy goods and ser­vices, like they often are when engag­ing in online searches. Instead, they tend to use social plat­forms to con­nect with their friends, social­ise, share con­tent, and par­tic­i­pate in dia­logue around things that they are expe­ri­enc­ing and think­ing.  Advertising on Face­book, for brands who don’t sell online games or flash deals, is more like adver­tis­ing on TV – it increases the likeliness to buy, but it often takes time for a user to convert.

Read on for some common themes we have seen from some of our clients’ suc­cess­ful Face­book campaigns….

  1. Sig­nif­i­cant and sus­tained ad budgets – suc­cess­ful Face­book cam­paigns must have mean­ing­ful ad bud­gets with sig­nif­i­cant reach, as a Facebook ad only sees the desired effects when it reaches a sig­nif­i­cant per­cent­age of users.
  2. A strate­gic long term view -  the best social cam­paigns are well thought out with strate­gies designed to build audi­ences and engage with them in a mean­ing­ful way, so they: 1) grow a fan base, and 2) increase loy­alty to the brand. For the mar­keter this means a strat­egy to cre­ate mean­ing­ful con­tent that is rel­e­vant to the fan base at a given point of time, and con­stantly updat­ing con­tent so that the mes­sage remains fresh.
  3. Data is used as an asset – the remark­able thing about Face­book adver­tis­ing is both the tar­get­ing and data that the adver­tiser can obtain with appro­pri­ate per­mis­sions from the user. A good exam­ple is to build apps where the user vol­un­tar­ily agrees to pro­vide infor­ma­tion and then launch and mar­ket to them with the sup­port of Face­book ad buys. Through this, the ad buys drive audi­ences to the app and the data from the app can be lever­aged to make the app expe­ri­ence more inter­est­ing and the whole process more effi­cient.
  4. Good con­tent is key – adver­tis­ing will have min­i­mal impact if you don’t have mean­ing­ful con­tent. You need a good com­mu­nity man­ager and mod­er­a­tor to under­stand when to place con­tent, what con­tent to place and how to mea­sure the effi­cacy of con­tent. If you fail to develop good con­tent, your fans and the Face­book plat­form will ignore your mes­sage.

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