SYS-CON MEDIA Authors: Mat Mathews, PR.com Newswire, David Smith, Tim Crawford, Kevin Benedict

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Adobe Redefines Digital Advertising with New Predictive Modeling Capabilities

Adobe Summit EMEA, The Digital Marketing Conference — Adobe (NASDAQ: ADBE) today announced a significant new release of Adobe Media Optimizer, the industry’s most advanced digital advertising platform. The latest innovations increase performance by up to 25 percent through new, predictive modeling algorithms that accurately forecast and optimize campaigns across search, social and display channels. The completely redesigned user interface maximizes marketer efficiency through simplified campaign management, innovative data visualizations, and controls that implement campaign adjustments within seconds.

“Accurately predicting campaign performance across desktops and mobile platforms is imperative for optimal success in the programmatic ad market,” said Justin Merickel, senior director of Advertising Solutions, Adobe. ”Adobe Media Optimizer is the first solution in the industry to truly pioneer algorithmic optimization. By capitalizing on big data, customers can accurately predict campaign outcomes for maximum return on their investment.”

Integration with Adobe Marketing Cloud enhances Adobe Media Optimizer’s value with data management, collaboration tools, single sign-on, tag management, and seamless segment sharing to make customers more successful. Major new features in Media Optimizer are available immediately and include:

  • Next-Generation Predictive Modeling Algorithms: New algorithms use the power of big data to accurately predict campaign performance and drive ROI across desktop and mobile devices. Marketers can evaluate their options to increase performance in real-time and automate budget allocations through campaign simulations and spend recommendations. Unique mobile bid adjustments in Media Optimizer allow marketers to also manage search marketing bids on the fly and by device type, geo location, audience, time of day, and other attributes.
  • Unified Campaign Analysis: Through the tight integration with Adobe Analytics, website engagement data is passed to Media Optimizer while Media Optimizer is sending search engine metrics (e.g. impressions, click volume, cost per click, etc.) to Analytics, giving marketers a unified analysis and holistic insights into their campaigns. With the integration, Media Optimizer customers have seen search campaign performance increase by an extra seven to 25 percent, with an average lift of 16 percent.
  • Extended Audience Reach: Audience management capabilities in Media Optimizer allow marketers to efficiently manage and optimize remarketing lists for Google search ads. With look-alike modeling, marketers can identify new prospects whose characteristics and behaviors are similar to top customers, further extending campaign reach. A unified view of all audiences enables marketers to also quickly identify high-value customers and deliver targeted messages that inspire them to act.
  • Real-Time Campaign Management: A fully redesigned user interface advances the user experience by making it easier to set-up, adjust, monitor, and optimize campaigns across channels in real time. New tools to forecast performance when budgets and goals change give marketers full flexibility and help ensure that the right message reaches the right audience at the right time.
  • Retail Advertising Optimization: By integrating feed and campaign management, retail campaigns can now be simplified at scale. Google Shopping campaigns and creative assets for display advertising can be managed from a single, optimized feed. Additionally, the streamlined feed and reporting structure offers accurate attribution to drive increased revenue.

Customer Quotes

Keith Nichols, Global Digital Marketing & Mobility, Thermo Fisher Scientific

  • "We've seen huge performance gains with Adobe Media Optimizer and its integration with Adobe Analytics. Media Optimizer's predictive modeling capabilities have improved our campaign ROI by 78% and the solution provides accurate forecasts to help us run more effective digital marketing programs.”

Christopher Jowsey, senior manager of Web Ecommerce, Lenovo

  • “Adobe Media Optimizer enables us to readily evaluate and improve how each channel is performing. With that information, we can fine-tune our channel mix and invest appropriately in each for the best possible return on ad spend (ROAS). Additionally, the unified analysis and holistic insight into our campaigns using the integration between Adobe Media Optimizer and Adobe Analytics has recently contributed to an 11 percent uplift in search campaign performance.”

Additional Resources

About Adobe Media Optimizer

Adobe Media Optimizer, one of six solutions in Adobe Marketing Cloud, is the industry’s most advanced digital advertising platform delivering ad management, optimization and forecasting across search, display and social media channels. Used by more than 500 global customers, Adobe Media Optimizer delivers more than 300 million prospects each month and manages more than $2 billion in annualized ad spend on behalf of its customers.

About Adobe Marketing Cloud

Now there’s a place that puts everything digital marketers need in one spot. It’s called the Adobe Marketing Cloud. It includes a complete set of analytics, social, advertising, targeting, Web and app experience management and cross-channel campaign management solutions as well as core services and mobile capabilities that bring together everything marketers need to know about their campaigns. So marketers can get from data to insights to action, faster and smarter than ever.

About Adobe Systems Incorporated

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

© 2014 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

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