Adobe Steps Up Focus On Real-Time, Predictive Media Buying And Analytics

Accurately predicting campaign performance across desktops and mobile platforms requires skill, but also technology. Adobe Systems Wednesday announced updates to its Media Optimizer platform that the company believes can increase performance by up to 25% through predictive modeling algorithms that accurately forecast and optimize campaigns across search, social and display channels.

Using the platform are companies like Zenith Optimedia/Vivaki, Lenovo, and Thermo Fisher Scientific. Keith Nichols, global digital marketing and mobility at Thermo Fisher Scientific, estimates the predictive modeling capabilities have improved campaign ROI by 78%.

Some of the largest companies rely on Adobe. "We had a 63% increase in customers who spent more than $1 million last year with us," said Chris Wareham, senior director of product management at Adobe Analytics.

In initial tests the Adobe team analyzed engagement data. For keywords that didn't have conversion events allocated to them, they looked for conversion data to find the bounce rate of keywords and page views of content consumed. The group bought terms that had high value, but not the correct bid. So they bid up the terms that had potential. They found that conversions rose on average by 16%.The rate of return for most fluctuated between 7% and 25%.

The new algorithms that Adobe has integrated into the platform can predict campaign performance and drive positive return on investments. Marketers can evaluate options to increase performance in real-time and automate budget allocations by simulating campaigns. The updated platform also suggests spend recommendations for desktop and mobile.

Mobile bid adjustments in Media Optimizer allow marketers to manage search marketing bids on the fly and by device type, geolocation, audience, time of day, and other attributes.

While Media Optimizer helps marketers plan the media spend, Adobe Analytics assists marketers to monitor the campaign's failure or success.

The company has also announced updates to Adobe Analytics. The package became part of the cloud infrastructure after acquiring Omniture in 2009. Aside from analytics, the Adobe marketing cloud includes social, media optimization, consumer targeting, Web experience management and cross-channel campaign management solutions. It is estimated to contribute 20% to the company, generating about $1 billion in annual revenue in 2013.

The Analytics platform recently achieved top scores in 66 out of 75 criteria overall, per the company and Forrester Research. The company's platform was recognized as a leader in Web analytics by Forrester through The Forrester Wave: Web Analytics Q2, 2014 (May 2014). The company was among a group of vendors Forrester invited to participate in the independent report. 

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