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The Blog Post below is from Pete Kluge, Group Product Marketing Manager for Media & Advertising Solutions at Adobe

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Taking Programmatic Advertising to the Next Level with Adobe Media Optimizer

Consumers are engaging with brands across multiple devices and digital channels and they’re expecting a personalized, consistent and compelling experience whenever and wherever they’re accessing content. Advertisers have access to deeper data insights about their audience than ever before to deliver relevant content at scale in real-time. The disruption of our computing and business landscape is forcing companies to rethink everything – including the ways they engage customers and prospects through digital advertising. Advertisers need technology that enables them to harness their data to deliver integrated and customized experiences that consumers have come to expect to drive an “Experience Business.”

Adobe Marketing Cloud Audiences Inform Dynamic Ad Experiences

Advertisers can use audience segments built in Adobe Analytics, Adobe Audience Manager or Adobe Media Optimizer (AMO) to enable a unique creative ad layout or frame of reference. This allows advertisers to alter an ad’s experience for each audience while maintaining automated granular creative decisioning based on customer intent. AMO Dynamic Creative Optimization (DCO) automatically assembles creative elements (product, price, image, promotional copy, colors) based on the user and audience.

For example, a traveler may visit a hotel website, and search for a hotel and travel destination. Later as they surf the web, the traveler would see an ad that contains the hotel that they viewed, city, discount price offer and promotional copy – thanks to AMO DCO.

Adobe takes this consumer experience further by personalizing at an even deeper level. Marketing Cloud audience segments built using CRM, site visitor, partner and third-party data can inform more personalized ad experiences. For example, airline or hotel loyalty program status could trigger specials or a rewards-related ad layout. Third-party data may inform luxury hotel content (based on income range), family vacation specials (households with children) or business travel promotion (business attribute data). Also, a marketer could create a segment of high value users (i.e. business travelers) in Adobe Campaign for e-mail/cross-channel marketing and then deliver an engaging ad experience to that audience using AMO DCO.

Through integration with Adobe Marketing Cloud, Adobe Media Optimizer allows advertisers to deliver unparalleled digital ad experiences, with relevant and personalized content, for their customers and prospects. AMO’s integration with Adobe Marketing Cloud offers companies greater cookie coverage and reach into high value audiences due to its cross-channel engagement with consumers.

Complete View of Advertising Activities in Adobe Analytics

We also announced a new integration with Adobe Analytics for display advertising. Advertisers are already enjoying the benefits of the bi-directional integration for search and the ability to reach Analytics audience segments in display. Now the integration is being expanded to be bi-directional for display, giving advertisers insights into display campaign activity (impressions, clicks, cost, conversions) for view and click-based converters from AMO display campaigns in Analytics. With these enhancements, we’re providing reporting insights at the ad strategy level — even for DCO and video campaigns. Adobe Analytics’ engagement metrics for view/click-based converters are available in AMO for optimization and campaign reporting.

AMO display campaign activity for view and click based converters in Analytics reporting

AMO display and search campaign activity in Analytics reporting

Cross Channel Attribution and Path to Conversion Insights

Do you wonder what the impact is of your dynamic creative or video campaigns in relation to your search or Facebook campaigns – or which channel(s) are generating the most revenue? Well, Adobe Media Optimizer helps answers those questions.

AMO uses a common conversion tracking pixel across all channels to give advertisers an accurate view into attribution, as well as insights into the path to conversion – for display (DCO, video, banner ads), search, and social (Facebook, Instagram) channels.

Adobe Transforms Programmatic Advertising

As businesses reconsider their approach to engaging customers in the rapidly changing digital environment, and consumers expect more compelling, personal experiences, we’re continuing to innovate our programmatic ad buying platform (Adobe Media Optimizer) with industry-leading dynamic creative optimization capabilities and integrations with Adobe Marketing Cloud. By connecting Marketing Cloud audiences to programmatic advertising, Adobe Media Optimizer is redefining digital marketing and advertising to drive consistent, compelling and customized experiences across digital touch points.

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Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/amo-update-emea-summit/