Adobe Adds Features to Online Marketing Suite

Pete Prestipino — Thu, 22 Jul 2010 16:30:00 GMT

Internet professionals are beginning to see the fruits of Adobe’s acquisition of business optimization platform Omniture.

Adobe announced several new features have been added to its Online Marketing Suite including advanced bidding tools for Facebook ads, image ad support for the Google Content Network, real-time personalization of content for native Blackberry and Android mobile apps, and some reporting and dashboard enhancements.

One of the most interesting additions for marketers and advertisers are the advanced bidding strategies. Adobe customers now have the ability to identify and target high-performing customer segments on Facebook and automatically optimize the performance of their Facebook display campaigns based on any success metric, such as cost per click (CPC) or cost per thousand impressions (CPM).

Another interesting feature is image ad support for the Google Display Network. Users can import and store images for future creation and delivery of ads through Adobe SearchCenter. Adobe also updated its Test&Target solution so marketesr can personalize online content to specific audience segments.

A feature that really stands out to me is that Adobe has integrated video tracking into its new OSMF (Open Source Media Framework) video player as a way to play and measure online video. This will allow marketers to easily deploy and tag online videos.

“Our focus remains on meeting customer needs and driving innovation into the Adobe Online Marketing Suite,” said Josh James, senior vice president and general manager, Omniture Business Unit, Adobe Systems Incorporated. “The suite, now bolstered by the resources available through Adobe, continues to resonate with existing and new customers. It is becoming the exception for online marketers to utilize Omniture technology for just online analytics. Our customers are becoming increasingly sophisticated marketers and many of them are adopting multiple solutions within the Online Marketing Suite that help them unlock the power of their data to drive conversion and optimize ad spend.”

New Software, Solutions to Increase Display Ad Returns

Linc Wonham — Thu, 04 Mar 2010 16:40:00 GMT

Omniture, a leading provider of digital marketing software, has expanded its Online Marketing Suite to help businesses get the biggest returns on their display advertising dollars. A business unit of Adobe Systems Inc., Omniture also announced partnerships with leading ad networks and services to provide remarketing solutions through display ads.

The new software is designed to segment and target critical audiences through display advertising, allowing advertisers to acquire high-value visitors, remarket to previous visitors based on past behavior, and to dynamically serve targeted ad content.

“Expanding our measurement and optimization capabilities into display advertising is a natural next step for the Online Marketing Suite,” said Josh James, senior vice president and general manager of the Omniture Business Unit. “Omniture will continue to add new capabilities to the suite and enter new areas of online marketing to help our customers personalize every aspect of their digital initiatives.”

With Omniture SiteCatalyst, customers can use secure data syndication to automate the sharing of their data with ad networks. The new partnerships Omniture is developing include 24/7 Real Media, FOX Audience Network, Tribal Fusion, Traffic Marketplace, and Collective—The Audience Engine. This solution lets publishers segment their ad inventory using SiteCatalyst data to increase the relevance of display ads served to specific audiences through 24/7 Real Media’s Open AdStream platform.

With Omniture Test&Target, customers can generate display ads that personalize messaging and offers using anonymous visitor attributes. They can create new ads, test content and built in ad-sequencing and frequency-capping capabilities that can increase the efficiency of their campaigns.

With Omniture Genesis, clients choose from a collection of Accredited Application Partners and plug into an integrated platform. Omniture’s expanded Genesis partnerships now include Eyeblaster, DoubleClick for Advertisers, Microsoft Atlas, APT from Yahoo!, PointRoll, Mediaplex, Adform, EyeWonder and D. A. Consortium. These partner integrations offer advertisers increased insight into their display advertising returns by tying on-site conversion metrics from SiteCatalyst.

'Net Features : Online Marketing Suite

Adobe Adds Features to Online Marketing Suite

New Software, Solutions to Increase Display Ad Returns