Video Advertising: Key to Getting Customers Attention As Ad Blocking is Increasing

Searches for Influencer Marketing have grown 5x in 2015 according to a study from Google Trends from January 2016. Nearly 40% of Millennials are using ad block applications and their use is growing fast according to a study by PageFair & Adobe. So how does a company get their target customer’s attention? And with content marketing a #1 priority for most CMOs as more and more sales are decided upon before even talking to a sales person. And sometimes a salesperson is never contacted, so getting the customer’s undivided attention has never been so important. Perhaps the answer is video marketing. Video consumption has exploded across all devices and is one of the fastest growing advertising category.

Adobe, a the leader in video content creation and delivery, announced it’s acquisition of TubeMogul which will enable brands to capitalize on the huge shift to online video. The acquisition of TubeMogul  strengthens Adobe’s leadership in digital marketing and advertising technology. The addition of TubeMogul will enable Adobe’s customers to maximize their video advertising investments across desktop, mobile, streaming devices and TV. TubeMogul’s video advertising platform. In addition, this allows their customers to build upon their capabilities in search, display and social advertising planning and delivery using Adobe Media Optimizer with Adobe Marketing Cloud. This combination will give customers access to first-party data and measurement capabilities from Adobe Audience Manager (Adobe’s data management platform) and by using Adobe Analytics.

Why is video advertising so important? Brad Rencher, executive vice president and general manager, digital marketing, Adobe gave this statement, “Whether it’s episodic TV, indie films or Hollywood blockbusters, video consumption is exploding across every device and brands are following those eyeballs.” Adobe feels the acquisition of TubeMogul, will give customers a ‘one-stop shop’ for video advertising, providing even more strategic value for the use of the Adobe Marketing Cloud.

TubeMogul is a video demand-side platform (DSP) leader. Brett Wilson, CEO and co-founder, TubeMogul said, “The combination of Adobe Marketing Cloud with TubeMogul’s software creates a uniquely comprehensive platform that will help marketers always know what’s working — and act on it.” And what’s key is measurement – to know what is working and not working, and obviously do more of what is getting a result.

There are so many choices for Marketers today, as far as software and it is only getting more confusing with all the choices. When a software company can show you how to get results, you know you are going in the right direction. Education and learning to use all the features and functions of what the various software platforms provide is of growing concern for most companies to obtain the highest ROI possible for the investment they have made.

It’s key that Marketers are clear on what their strategy, goals, objectives and tactics are and have a strong measurement program to be able to show that the software purchase enhanced the brands ability to drive more awareness, increase customer acquisition and turn more leads into sales. And with ad blocking increasing, there’s got to be another way to get customer’s attention. Video seems to be a prime candidate. This is just one example of how early adopters and innovators are taking hold of the market place and making their competition irrelevant. And like the BlueOcean authors said, that’s the key to financial success in today’s marketplace. Cross the chasm, join the digital transformation and digital disruption evolution or expect to be disrupted. Disrupt or be disrupted. Those are the choices to being innovative leaders and using design thinking to transform your business revenue model.

@DrNatalie, VP and Principal Analyst, www.ConstellationResearch.com

Covering Customer-facing Applications to Create Great Customer Experiences

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Adobe and Google Partner to Create a Better Mobile Experience

What is the mission of Adobe?  To change the world through digital experiences.  The pace of change in how consumers engage with content is accelerating. So their mission is more relevant than it has ever been before. Consumers expect to connect with content immediately no matter where they are or what they are doing. In the personal, always-connected mobile world we now live in, the inability to deliver the right experience to the right person at the right time directly impacts engagement and the consumer relationship.

Why Did Adobe Partner with Google? Adobe has partnered with Google, alongside many others in the technology and publishing industries to support the Accelerated Mobile Pages (AMP) Project and help solve the problems that are adversely affecting the mobile web experience –  namely the slow speed at which content loads and understanding audience engagement with mobile content. AMP will enable content to load instantaneously and provide a better mobile web experience for all.

What will Adobe Analytics Be Able to Measure? It will be able to measure the reach and impact of AMP experiences for publishers, while providing blazing fast speed for mobile web user experiences. For publishers, Adobe Analytics has become a fundamental part of understanding audiences, creating loyal viewers, and monetizing content, and Adobe is committed to making sure that publishers have access to the best data possible. A better mobile user experience means more browsing and content discovery for users, and quality revenue streams for publishers.  Additionally, Adobe Analytics will enable publishers to link up AMPs with their existing web data for deeper cross-channel audience understanding, and integrate this insight directly with the rest of Adobe Marketing Cloud for content and advertising optimization.

Adobe Analytics customers interested in getting started, you can download their How to Guide now: Adobe Analytics for Accelerated Mobile Pages Project

@Drnatalie petouhoff, VP and Analyst, Constellation Research Covering Customer-Facing Application

 

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Adobe’s Marketing Cloud Shows How Super Bowl Can Be a Gamble in New Campaign

Yes, the Superbowl has passed, but I couldn’t pass up this story. In a new campaign called “The Gambler,” Adobe’s Marketing Cloud showed how advertising in the Super Bowl can be a big bet for CMOs. You can watch the clip here:

What’s the Video About? The TV and video campaign, created by Goodby Silverstein & Partners and directed by feature film director J.C. Chandor, opens with two men sitting at a dive bar watching the Super Bowl on TV. One of the men is a nervous-looking businessman in a suit, and the other is a street-wise gambler.

“How much you in for?” asks the gambler, assuming the businessman is betting on the game. When the CMO answers “$4 million,” the gambler is stunned.

“And the scariest part is, it’s not even my money. There are going to be a lot of unhappy people if this doesn’t pay off,” the CMO says.

He’s talking about his 30-second TV ad, of course, for his cream cheese brand. And when it does not go over well, the gambler buys the CMO a drink.

The ad ends with the question, “Do you know what your marketing is doing?”

So What’s the Point of the Ad? “The ad tells the story of a CMO who didn’t look at the data, and is hoping that one big ad for his cream cheese company will do something amazing — but the odds are it won’t work out that way for him,” said Alex Amado, VP-experience marketing at Adobe. “Brands that don’t take that data into account are gambling with their company’s money.”

The ad is the latest in a series of humorous spots for Adobe Marketing Cloud — including its 2013 “Click Baby, Click” and last year’s “Mean Streets” — which show what can happen when CMOs don’t know what their marketing dollars are doing.

So What Is Adobe Marketing Cloud Video Really About? The Data! Adobe, which has never bought an ad in the Super Bowl, decided to capitalize on this “moment in time” in which marketers are thinking about advertising, Mr. Amado said. “We are absolutely not anti-TV advertising — we are pro-data,” he said.

In fact, Adobe is running the spot on late-night TV shows including “Jimmy Kimmel Live,” “The Late Show with Stephen Colbert” and “Saturday Night Live” the night before the Super Bowl.

But it’s focusing a large portion of its media buy on a targeted video campaign, which launches today, on sites geared toward marketers with an interest in the Super Bowl, including USA Today’s Super Bowl Ad Meter and CBS News’ 50 Greatest Super Bowl commercials.

“The biggest place we’re advertising is in the spaces that host conversations around the Super Bowl,” Mr. Amado said. “It’s a great place to reinforce our message about Adobe Marketing Cloud and being data-driven.”

The campaign also includes a large social media effort, including paid advertising on Twitter and LinkedIn. “LinkedIn works really well for us from a b-to-b perspective, because we can target our key audience — marketers — by their titles,” Mr. Amado said.

My POV: This was an interesting way to make the point that this ain’t your grandpa’s marketing anymore. It takes a lot more sophistication and data is definitely part of the game. So my point is you have to be on the field to even begin playing the game. So get on the field, come to love data and win with it. You’ll be glad you did when you start to see your campaign bring in a winning steak.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Marketing Cloud Applications and Analytics That Drive Better Business Results
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High Online Spend Expected for Valentine’s Day: Adobe Introduces Retail Innovations for Marketing Cloud and A Report on Holiday Shopping Trends

At the NRF Retail’s BIG Show, Adobe introduced several solution innovations for the Adobe Marketing Cloud that help retailers unify data, rich content, and campaign management into one platform. The new retail innovations include:

  • Data-driven remarketing: For the first time (via Adobe Analytics integration with Adobe Campaign), retailers can connect both consumers’ behavior online and contextual data to create and send a user-defined remarketing trigger such as an email, push notification or SMS to increase the likelihood of purchase.
  • Personalized push notifications: Mobile push notifications are now supported with robust analytics for delivering intuitive & personalized messages. With Adobe Mobile Core Services and Adobe Analytics, retailers can create rich audience segments and engage consumers based on factors such as shopping behavior and user preferences.
  • Shoppable media experiences for ‘you’: First introduced at last year’s NRF conference, Adobe Experience Manager’s shoppable media experiences now integrates with Adobe Target to enable retailers to test and target interactive content in real-time to drive conversions across mobile, social, and in-store.
  • Digital-meets-physical shopping: Adobe is extending its Adobe Experience Manager Screens capabilities to shoppable media, enabling retailers to reach consumers at home, on-the-go, in-store or wherever digital content proliferates.

In addition to these retail capabilities, Adobe also released a new Adobe Digital Index report, recapping holiday shopping trends:

  • A record $83B was spent online this holiday season (Nov – Dec 2015)
  • Online sales the week prior to Christmas saw tremendous growth
    • Last minute shoppers increasingly looked to e-commerce to purchase their gifts in 2015 vs shopping at local retailers, resulting in a spike of online shopping 56%+ YoY
    • The Holiday season made up 28% of annual online sales
  • Smartphones dominated online shopping, overtaking tablets
  • Highest discounts from display and social
  • High online spend expected for Valentine’s Day

The drive for the best marketing cloud continues, as vendors increase the capabilities and offerings. It’s important for a brand to evaluate what they currently have and decide what they need to reach their business goals.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer-facing Applications That Drive Better Business Results
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Adobe Completes Acquisition of comScore Digital Analytix Business

Adobe officially closed its acquisition of the technology assets and accounts of the comScore Digital Analytix business.

What this means for you: Adobe and comScore will work together to ensure that the business-critical workflows that Digital Analytix customers rely upon are not disrupted. They welcome all Digital Analytix customers into the Adobe family and will provide clients with the exceptional innovation and customer support.

Enterprise analytics is a strong and strategic focus at Adobe. In just the last few quarters they have shipped hundreds of new analytics capabilities; you can check out some of the most impactful features in the last few releases here. Adobe delivers innovation that is fueling customer insights, driving better decisions and improving business results for organizations in every industry. In the future they are looking to continue to forge ahead and lead the next frontier in analytics — customer intelligence across the enterprise.

What Does the Acquisition Mean? The acquisition expands the Adobe Analytics footprint in the enterprise media and entertainment vertical and strengthens Adobe’s presence in the European market. Adobe also sees potential operating synergies in continuing their development of analytics capabilities for the fast-growing digital video and media space. With the growth of cross-screen content consumption, particularly through over-the-top (OTT) devices, this acquisition allows Adobe to accelerate the delivery of more robust analytics capabilities to this key growth vertical. Adobe will enable media companies to benefit from deep insights into the performance of content across screens. This will allow customers to accurately measure and monetize content across every major IP-connected device, including desktops, smartphones, tablets, game consoles and OTT boxes.

Additionally, this acquisition gives Adobe an expanded customer base in which to introduce their other Adobe Marketing Cloud solutions. To learn more about their current strategy and product offerings, you can go here: adobe.com/analytics. And for additional details about the transaction, you can review these updated FAQs.

The drive for marketing / customer analytics is one of the most important areas a company needs to consider. This acquisition will strengthen what Adobe is offering.

@DrNatalie, VP and Principal Analyst, Constellation Research

Covering Customer-Facing Applications to Drive Better Business Results

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Is Email Dead Or Very Much Alive in Our Work and Play?

Some people say email is dead. Other’s know it’s not because they spend over half their day checking and responding to email. To find out how prevalent email is in our work and play life, Adobe did a study to explore how present email is in our “always on” world and to understand the opportunity their is to take this proven channel to the next level with digital marketing. To read more about the study, click hereScreen Shot 2015-09-01 at 3.29.40 PM.Who Did Adobe Survey? Adobe surveyed of 400 U.S. white-collar workers and asked about their use of personal and work email. They complemented this by surveying marketers and using Adobe Digital Index (ADI) resources to answer questions about email marketing and its impact in the cross-channel environment. Adobe surveyed marketers to answer the question about email marketing and its impact in the cross-channel environment, the following reveals some of those preliminary findings.

What Did the Study Reveal?

  • 9 out of 10 consumers constantly check their personal email from work and their work email at home; on average they spend nearly six and a half hours each weekday on email.
  • Respondents reported commonly checking their email while engaging in other tasks such as watching TV/movies (70%), while in bed (52%), vacationing (50%), talking on the phone (43%), using the bathroom (42%), while driving (18%).
  • 58% of respondents say that email is their preferred way to be contacted by a brand, however, consumers want fewer emails (39%) and fewer repetitive emails from brands to make email offers less annoying/intrusive (32%).  This suggests the customer experiences – especially on mobile – ought to be top-of-mind for marketers.
  • More than one-third of respondents (34%) said they have created new email addresses to get away from spam messages, so relevance and personalization are increasingly important.
  • Almost half of the respondents said they think their use of email in both work and personal communications will increase over the next two years.
  • Surprisingly, Millennial consumers are even more email-dependent than the average adult. This is likely due to their mobile use; 88% of Millennials check email on smartphones, compared to 76% who use desktop or laptop computers.

MY POV: eMail is not dead. These results suggest that there is an opportunity for email as a key channel in a cross channel strategy – with relevance and personalization as guiding principles for effective email marketers.  Email marketing is at its maximum effectiveness when it’s fully integrated across all phases of the campaign strategy.

It may seem as though marketers generally play down the significance of email early in the campaigns, but the data needed to mount an effective email campaign is being collected during research and consideration phases of customer engagement. Then, as marketers follow the customer through acquisition, conversion and retention, email can kick into action to exercise its impact and power. While it can be very confusing to keep up with all the various channels, email still seems to be a very relevant one, when used wisely.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

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How Will Agencies Get the Attention of the CMO? Publicis Groupe Adobe Multi-firm Announces Always-On Service Delivery Platform /

How will agencies get the attention of CMOs for marketing optimization and big data analytics? Here’s one approach: Publicis Groupe and Adobe announced a strategic partnership to deliver the Publicis Groupe Always-On Platform™, the first end-to-end marketing management platform from Publicis Groupe that automates and connects all components of a client’s marketing efforts.

This unique platform will standardize on Adobe Marketing Cloud, and for the first time in the industry, all agencies across Publicis Groupe will be able to create engaging content, access marketing intelligence, identify and build audience segments, deliver campaigns, and track and measure marketing performance through a unified technology and data structure.

Available to all agencies in the Publicis Groupe network, the platform will be anchored in VivaKi as an open framework so that every agency can deploy and brand it uniquely for use. Agencies currently slated to access the system include BBH, DigitasLBi, Leo Burnett, MSLGROUP, Publicis Worldwide, Razorfish, Rosetta, Saatchi & Saatchi, Starcom MediaVest Group, VivaKi and ZenithOptimedia.

The collaboration is expected to drive growth across the two companies, and accelerate Publicis Groupe’s goal to make combined digital and emerging market revenue 75 percent of its multi-billion dollar business by 2018.

It is a great partnership. My only concern is that this type of implementation requires organization change management on behalf of each organization and great leadership that understands their current organizations and the vision of the future state and where the agencies are going….. It will require the right leadership in each organization and the skill sets — people who are not only excited about using the technology, but is not so busy that they can learn to use and then optimize it. I believe it’s possible and that these firms can make it happen. They are well positioned to be the leaders.

That’s my take!
@drnatalie

VP and Principle Analyst, Connecting Marketing, Customer Experience and Customer Service

See you at Constellation’s Connected Enterprise, Half Moon Bay, CA Oct 29th-31st, 2014

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