Digital Olympics

Around 100 keynote speakers will present new ideas at the leading trade fair for digital marketing and web-based innovations in marketing. Werbewoche will be on site at the Adobe Summit EMEA and will report on it in the print edition of May 23.

Adobe Media Optimizer

Today, Wednesday, Adobe presented a new version of Adobe Media Optimizer, the company's digital advertising platform for search, display and social marketing campaigns: Thanks to new forecasting algorithms, campaign performance can be predicted more accurately, optimized across channels and thus increased by up to 25 percent. The new user interface simplifies campaign management, offers innovative data visualization and enables campaign adjustments within seconds.

"Accurately predicting campaign performance on desktops and mobile devices is imperative to maximizing success in the programmatic advertising market," says Justin Merickel, Senior Director Advertising Solutions at Adobe. The Adobe Media Optimizer is the first solution on the market that actually performs optimization based on algorithms. "This allows customers to capitalize on big data to accurately predict campaign results and achieve the highest possible return on investment."

Through integration with the Adobe Marketing Cloud, Adobe Media Optimizer offers customers improved data management, collaboration tools, single sign-on, tag management and segment sharing. The most important new functions at a glance:

- New generation of forecasting algorithms: New algorithms use Big Data to predict campaign performance and ROI across platforms. Marketers can evaluate different options to increase performance in real time and automate budget allocations based on campaign simulations and spend recommendations. Mobile bid adjustments in Media Optimizer also allow marketers to flexibly adjust search engine campaigns based on device type, location, target audience, time of day or other attributes.

- Consistent campaign analysis: Thanks to the integration with Adobe Analytics, engagement data from websites is passed on to the Media Optimizer, while the latter sends search engine metrics (e.g. impressions, click volume, cost per click, etc.) to Analytics. This provides marketers with standardized analyses and holistic insights into their campaigns. The integration can increase search campaign performance by between seven and 25 percent, with an average increase of 16 percent.

- Greater reach: Audience management features allow marketers to efficiently manage and optimize remarketing lists for Google search engine ads. New predictive capabilities allow marketers to identify potential audiences whose characteristics and behaviors are similar to those of key existing customers. This allows the reach of a campaign to be extended. A unified view of all target groups also enables marketers to quickly identify the most valuable customers and send them targeted messages to encourage them to take action.

- Real-time campaign management: A completely new user interface makes it easier for users to create, adjust, monitor and optimize campaigns in real time across multiple channels. New performance features provide marketers with high flexibility when budgets or goals change and 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 scaled and simplified. This makes it possible to manage Google Shopping campaigns and creative assets for display advertising via a single, optimized feed. In addition, the optimized feed and reporting structure provides precise attribution to drive sales.