Former Multi-Channel Advertising Technology from Efficient Frontier is Now Adobe AdLens

The @AdobeUK Team

July 18, 2012

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 We’re excited to announce that our multi-channel adver­tis­ing opti­miza­tion tech­nol­ogy acquired from Effi­cient Fron­tier has now been rebranded Adobe AdLens. This uni­fied solu­tion for opti­miz­ing search, social and dis­play adver­tis­ing has been enhanced with a new user inter­face inte­grated into the broader Adobe Dig­i­tal Mar­ket­ing Suite. AdLens also offers data inte­gra­tion with the Dig­i­tal Mar­ket­ing Suite to pro­vide cus­tomers with improved ad opti­miza­tion, accu­rate fore­cast­ing, and sim­ple deployment.

With the Dig­i­tal Mar­ket­ing Suite inte­gra­tion with AdLens, large data sets can be used for ad opti­miza­tion, cus­tom analy­sis and report­ing in real-time. Through ease of deploy­ment, AdLens cus­tomers can quickly real­ize ROI from adver­tis­ing opti­miza­tion with a com­pre­hen­sive view of their dig­i­tal adver­tis­ing spend. This native inte­gra­tion with real-time data will allow Dig­i­tal Mar­ket­ing Suite cus­tomers to rapidly deploy AdLens with min­i­mal effort and no man­ual inte­gra­tion or cum­ber­some data feeds.

Avail­able now, dig­i­tal mar­keters and adver­tis­ers using AdLens will ben­e­fit from these fea­tures and capabilities:

  • Uni­fied View of Multi-Channel Cam­paigns—See which chan­nels and cam­paigns are impact­ing key busi­ness met­rics, such as con­ver­sion and revenue.
  • Multi-Channel Strat­egy Exe­cu­tion from Uni­fied Inter­face—Cam­paign man­age­ment and opti­miza­tion for search, dis­play and social chan­nels. Appli­ca­tion pro­gram­ming inter­face inte­gra­tion with Baidu, Face­book, Google, LinkedIn, Yahoo, Bing and Yan­dex, as well as real-time bid­ding inte­gra­tion with lead­ing ad exchanges and supply-side platforms.
  • Flex­i­ble Attri­bu­tion Mod­els and Accu­rate Fore­cast­ing—Move from an over-reliance on “last-click” attri­bu­tion to flex­i­ble mod­els that can accu­rately fore­cast which chan­nel, or com­bi­na­tion of chan­nels, will deliver results for chang­ing goals and budgets.
  • Seam­less Work­flow from Insight to Action—Uniquely auto­mates opti­miza­tion, enabling mar­keters to pur­chase more of what is work­ing based on proven bid­ding mod­els and algo­rithms. Mar­keters still main­tain con­trol at every step of the process.
  • Updated User Inter­face—New UI pro­vides many capa­bil­i­ties famil­iar to search mar­keters, as well as break­through fea­tures such as inline edit­ing for quick changes, advanced fil­ter­ing for large adver­tis­ers with mil­lions of key­words, and auto­mated cus­tom labeling.

We’ll keep invest­ing in industry-leading work­flow and data visu­al­iza­tions to allow mar­keters to quickly drill into data across all online chan­nels to find unique insights and auto­mate action. AdLens will keep expand­ing with addi­tional func­tion­al­ity as well as inte­gra­tions with other prod­ucts in the Dig­i­tal Mar­ket­ing Suite so check it out and let us know what you think!

- Bill Mungo­van is the direc­tor of prod­uct man­age­ment & strat­egy, Adver­tis­ing Solu­tions, for Adobe’s Dig­i­tal Mar­ket­ing Business

Meeting of Minds at Cannes Lions

The @AdobeUK Team

June 20, 2012

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Check out the video below of Ann Lewnes (@alewnes), our SVP of Global Marketing and  Steve Plimsoll, CTO of Mindshare, who caught up this week at Cannes Lions (@Cannes­­_Lions) to chat about the exciting launch of CORE.

CORE is a data-driven marketing intelligence platform from Mindshare that empowers both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points, in real-time. It brings together data sets such as CRM, sales and supply chain data, with media channel spend, social, audience profiles and real-time trading information. It reveals consumer actions and insight at a granular level, taking away the guesswork, latency and siloed nature of marketing-spend decision making.

The digital marketing team here at Adobe (@AdobeUK), has been working closely with Steve on CORE, with Adobe Insight, part of the Digital Marketing Suite, powering the user interface for data visualisation, modelling, data mining and reporting.

In an age where the amount of data available to marketers has never been greater, the value of all this data lies in the ability to deliver actionable insight in real-time.  It was great to see CORE in action!

Adobe Social & Search Breakfast Roundup

Emma Wilkinson

May 28, 2012

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On Friday morning we held a  a digital marketing briefing ran by our specialists to help clients gain a better understanding of how to optimise marketing investments via search engines and social media.

First off we heard all about paid search optimisation, and were told about three key things to remember when planning a campaign:

  • Completely understand how your money is being spent and leverage your campaign structure to maximise conversions.
  • Decide on goals before your campaign begins, once you’ve got your targets set make sure there is a decent amount of phrase and exact matches to give you better control over the campaign, and hopefully give you higher conversion rates as the audience will be more relevant. Be careful about using broad match as it is known for being the most expensive but with the least results.
  • Make sure copy is engaging and calls for action. Automatic bidding will also save much more time than doing it manually, it’s more effective at choosing the best price to make sure you’re not overpaying.

Next up was social ad optimisation and how it compares to search advertising. The key learning was that it is imperative to have best practice when running a Facebook ad campaign. This can be done by having a mixture of different creative executions of the same ad and by ensuring that all ads are targeted to a specific audience as this will give you the highest conversion rates.

Finally we heard about the seven key points to think about when designing a successful Facebook app:

  1. Content is king – sometimes too much effort is put into making it pretty. The content of the app is ultimately the main reason for a fan to share or like app.
  2. Simple is best – Facebook is all about instant gratification, engaging visitors in a few seconds will keep them interested enough to stay on your page. If there are too many barriers to entry or an overload of information, their typically short attention span will lead them elsewhere.
  3. Don’t hide content – your messaging should be apparent, too much clutter will lead to confusion, as will having too many pop ups and distractions. Likegates are fine as most people expect to have to like a page in order to use the app, but other gates could deter people.
  4. Incorporate social – the app should make you want to get your friends involved, after all Facebook is about social networking. If your friends have used an app, you are much more inclined to give it a go, so giving lots of opportunities to share will allow for your app to be more social, and consequently reach a wider audience. You need to show how the content relates to the users for instance, ‘you like ‘xxxx’ page therefore you would also be interested in this great app’.

The final three points looked at social and search from a client’s perspective:

  1. Prioritise goals – make sure the app is in line with your key messaging and goals in order to get the best ROI.
  2. Continue the conversation – once the competition or game has ended on the app, you should make sure that engagement does not end there. You have their attention, so now make the most of it by either directing them to another app or competition, or add them to your email marketing list.
  3. Learn from every application – test certain styles as some work better for particular audiences than others. For instance if a ‘pet photo contest’ app is very successful, why fix what isn’t broken? Make a ‘Valentines pet photo contest’ next followed by an ‘Easter pet photo contest’ for example.

 

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