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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

For prior Sales Leads editions, click here. 

  • BIC

BIC, known for making disposable consumer products such as lighters, razors, mechanical pencils, and printed paper products, has appointed New York-based Merkley+Partners as its U.S. media agency of record without a review. BIC spent over US$9.8 million on measured media in 2016, according to Kantar Media.Merkley+Partners will handle media buying and planning in the U.S.

 

 

 

 

  • Adobe

Adobe has appointed GroupM’s Wavemaker as its U.S. media agency of record, following a review which launched in October. Wavemaker will be handling media buying and planning in the U.S. across Adobe’s Clouds: Creative, Experience and Document products. Wavemaker already handled media buying and planning for Adobe in Europe out of its Switzerland office.Adobe’s creative account will remains with GS&P.

 

 

 

  • L’Bel

Belcorp, a corporation with a presence in Latin America and the United States through its L’Bel brand, will conduct its first National Inspire Tour in the USA. With the desire to encourage the dreams of Latin women living in the United States, the objective of this tour is to get closer to the Hispanic community and inform it of a business opportunity that will allow women to become businesswomen within the beauty industry, and female leaders in their communities. Today, the L’Bel USA brand has thousands of Beauty Advisers, including some who have reported nearly one million dollars in volume of sales. In the National Inspire Tour, women will have the chance to learn about the program’s benefits, domestic and international trips, luxury automobiles, workshop participation, chats, product demonstrations, raffles and many more surprises. The event is open to the public. 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Café Bustelo®

Café Bustelo® is partnering with the Hispanic Association of Colleges and Universities (HACU) to launch the fifth-annual Café Bustelo El Café del Futuro Scholarship. Eligible U.S. students can submit their application for the opportunity to receive one of ten $5,000 scholarships. All eligible applications must be received by Friday, May 25, 2018 at 11:59 p.m. ET, and recipients will be announced on or about September 15, 2018. Café Bustelo® contest to award US$50,000 in college scholarships to ten inspiring students.Café Bustelo is asking students of Latino descent to submit an application that includes an 800-words or less essay in English or Spanish describing how their heritage, family, and community have impacted their desire and motivation to obtain a college degree; how they plan to give back to their community; and what they intend to accomplish with their degree.

 

 

 

  • State Farm

Insurance firm State Farm has appointed ReKTGlobal as its agency of record for e-sports. State Farm recently announced its first sponsorship in the esports space with the company serving as the North American sponsor of the 2018 League of Legends World Championship, Mid-Season Invitational and All-Star Event. OMD is State Farm’s media agency of record and The Marketing Arm is its entertainment creative agency.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

What: SpotX, a video ad serving platform, released figures illustrating explosive growth in global over-the-top (OTT) video advertising spend across its platform.
Why It Matters: SpotX’s data revealed that the portion of overall ad budgets spent with OTT inventory owners increased from 8 percent in October 2016 to over 26 percent of total spend for October 2017. This equates to nearly 18X growth in advertiser dollars spent on OTT inventory year over year in October.

As consumers begin to view more and more video on their devices, marketers are increasingly betting on OTT when it comes time to allocate budgets. According to SpotX’s data, overall ad spend on OTT inventory increased 18X between October 2016 and October 2017. On top of this revelation was the estimate that OTT is expected to account for around 30 percent of video ad spend by the end of 2017, as the holiday season brings 2017 to a close.

According to SpotX, this is the first time any SSP has disclosed such granular figures. Fueling the growth are SpotX’s top DSP partners: Adobe Advertising Cloud, dataxu, The Trade Desk, VideoAmp, and ZypMedia.

Growth of OTT Spend Partly Due to Improvements in Programmatic

According to Kelly McMahon, VP of Global Demand Operations at SpotX, this shift in ad spend can be attributed to the fact that “we’re seeing consumers shift in how they are consuming video content this year faster than any previous year: from desktop to mobile, now it’s Smart TVs and OTT technology.”

Ian Monaghan, Special Operations Consultant at Adobe Advertising Cloud echoed McMahon’s sentiments, stating that since people now have more content to stream on more devices than ever before: “Even in live sports, long considered a holdout where traditional broadcast viewing dominates, OTT options have entered the mainstream.”

McMahon added that this shift in consumer behavior caused companies to “embrace their abilities to use programmatic.” Before, while many transactions were handled via traditional sales channels, companies have been motivated to “understand how to use inventory programmatically.”

At SpotX, McMahon explained that they have “made a rather large investment in OTT and CTV strategy, providing tools to media owners to sell their OTT CTV inventory programmatically” and investing in educating buyers and making transactions simpler.”

The problem isn’t just explaining how to buy and sell OTT inventory: OTT itself has presented plenty of challenges in terms of how to measure its effectiveness for targeting purposes. But thanks to OTT’s popularity among consumers, the industry has developed new types of data and measurement tools that help make it more competitive with TV and digital. “To advertisers, OTT has historically been on an island — not fully digital or fully TV in terms of targeting and measurement capabilities, but often presented as both,” Monaghan added. He pointed to the addition of Nielsen Digital Ad Ratings as “bringing OTT up to speed for TV buyers and Adobe Advertising Cloud’s innovations in planning and measurement are bringing it up to speed with digital.”

Programmatic Aids in Linking Consumer Behavior to Digital Activity

Understanding how consumers engage with brands across multiple channels and devices is step one for any brand looking to maximize the effectiveness of their OTT investments. Tim Sims, SVP, Inventory Partnerships at The Trade Desk explained that since “digital media consumption is increasingly fragmented, marketers need to be able to link audiences together and understand how each performs.”

In this sense, programmatic is a useful tool, because “programmatic advertising enables advertisers to reach and engage with customers along their entire journey and also measure how different channels are performing as part of the overall marketing mix,” said Sims. For this reason, Sims argued, The Trade Desk acquired cross-device identity graph company Adbrain to “add a data set of cross-device IDs to our own demand-side platform” and “to provide a unified view of the customer in targeting and reporting.”

Going omnichannel is also essential for platforms to be competitive, Sims said. “That’s why we’ve worked so hard over the last few years to grow our global footprint as well as our cross-device services marketplace, a platform feature with identity-linking graphs from companies like Oracle, Tapad, LiveRamp, and Drawbridge, as well as Adbrain,” he said.

Adobe’s Monaghan asserted that while “linking what a viewer is watching to consumer data is a key part of any modern advertiser’s toolkit, marketers often lack the tools to make data actionable in advertising.” With that in mind, Adobe launched its Advertising Cloud, and “tightly integrated it with Adobe Analytics Cloud, which helps brands measure customer data and act on it. Together, we’re enabling advertisers to reach discrete audiences on any screen.”

The Future of OTT: More Deterministic Data for Effective Audience Targeting

What do the targeting techniques of the future look like? The Trade Desk’s Sims argued that his team is “seeing more deterministic data sets coming into the market, which is key for creating identity graphs that allow for effective audience targeting.” As global access to the Internet and connected devices increases, marketers will access more and more data that tells them what consumers care about, why they do what they do, and what devices they use to do it.

In the meantime, Sims says, “brands are excited to leverage this new channel to extend their message and reach customers in a targeted, personalized way across their entire journey.”

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

AdYouLike and mobile creative DSP Tabmo have announced a partnership that they hope will better bring native ads to mobile devices.

Adobe has launched a 100% programmatic ad campaign, the largest cross-media ad campaign implemented solely through a programmatic platform to-date.

Oracle announced that its enterprise software Moat has been certified by verification provider ABC for the principles of video viewability measurement, as prescribed by JICWEBS – a cross-industry organization consisting of trade bodies representing brands, media agencies, publishers and tech outfits.

YuMe has launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

Publisher SSP PubMatic has announced a fraud-free program for demand-side partners that includes a money-back guarantee where, if fraud is detected on PubMatic’s platform, demand partners won’t have to pay for it.

Amazon continues to deny that it is working on a free, ad-supported streaming service.

Converged TV and video ad software provider Videology released its Q3 2017 U.S. TV & Video Market At-A-Glance report, which found that spending on linear TV campaigns in the Videology platform using advanced data grew 60% for the first three quarters of 2017, compared to the same time period last year.

OTT video service Sling TV and video ad serving platform SpotX have launched private marketplaces that let advertisers target two audiences: a) Black Friday/Cyber Monday shoppers and b) luxury shoppers — for the holiday buying season.

The Association for Online Publishing launched their ad quality charter ad their recent digital publishing convention to ” involve more industry players in making the advertising ecosystem more transparent, brand-safe, and less fraud-prone.”

MMW has just announced a new partnership with Adobe Advertising Cloud that gives advertisers and agencies access to premium ad inventory across all formats and devices for multichannel campaigns.

AppNexus has launched a programmable DSP called ‘AppNexus Programmable Platform’ (APP) with the goal of helping traders set up, manage and deliver campaigns more efficiently.

According to the latest Cisco Visual Networking Index (VNI) Complete Forecast, there will be nearly 1.9 billion Internet video users by 2021, up from 1.4 billion in 2016.

LATAM MARKET

Rodrigo Bonilla, Americas director for the World Association of Newspapers and News Publishers (WAN-IFRA), spoke at the Knight Center, asserting that this year, many of the newspapers in Latin America are coming to terms with the fact that money from online digital advertising is not enough.

A recent study from Google revealed that Netflix now has more demand than its competition — pirated streaming services and apps — in Brazil.

A study by analytics firm GlobalWebIndex revealed that globally, the highest number of social media accounts per user can be found in Latin America (8.8), followed by Asia (8.1).

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

 

  • McDonald’s

McDonald’s will conduct a review of its US$2 billion global media buying account.The burger chain spends around US$2 billion on media annually world-wide, according to a person familiar with the matter. Incumbent OMD has handled McDonald’s ad-buying business for more than a decade in the U.S. and globally. The agency will be participating in the review. As part of its ad review, McDonald’s said it is moving away from a single global media agency and will instead select a small number of ad-buying agencies to work with globally.

 

 

  • Johnnie Walker

At a time when immigration is at the forefront of cultural conversation, blended Scotch Whisky brand Johnnie Walker is launching a new spot titled “Citizenship*,” which brings attention to the diverse backgrounds that represents the rich fabric of America today. The new creative, which is part of the brand’s ongoing Keep Walking America campaign, showcases the journey to becoming an American citizen. To support this new campaign, Johnnie Walker recently partnered with Wilmer Valderrama. America is a nation built of immigrants, comprised of different backgrounds and cultures and Johnnie Walker is honored to celebrate all citizens who call this country home. Johnnie Walker’s media planning and buying agency is Carat; the brand’s creative agency, Anomaly, developed the spot.

 

 

  • Cubavera

Cubavera, Perry Ellis International’s Latin menswear brand, celebrates Latin culture with the launch of the Wear Your Heritage web series. The campaign focuses on sharing the individual #SoyLatino stories of influential celebrities, athletes and community leaders and unveils what it is that connects them to their Hispanic culture.Much like a guayabera tells a story through its unique linen, colors and embroidery, the journey of each Latino is similarly marked by his/her country of origin and individual path. In honor of this journey, the Wear Your Heritage web series,  connects Latino icons such as famous cuban band Orishas, telenovela heartthrob Erick Elias, Univision’s Chef James, actors Gabriel Coronel, William Valdez and professional baseball players Jonathan Villar and Jose Berrios to their heritage. Throughout the series, influencers will tell the story of their upbringing, cultural background and how they are breaking barriers in their respective industries as Latinos. Stories of each influencer’s journey and childhood memories will culminate with how the Cubavera brand represents the Hispanic journey and lets individuals ‘wear their heritage’. The campaign includes a social component with a call to action for Latinos to share their stories with @Cubavera via the #SoyLatino hashtag.

 

  • Adobe

Software giant Adobe has launched its first U.S. media planning and buying agency review after more than a decade. Goodby Silverstein & Partners, the creative agency of record for Adobe since 2001, will not be affected by the review. The current review is said to concern only media and will therefore not affect GS&P’s creative responsibilities. It is not known which agencies will be competing for the business. Adobe spent about US$55 million on measured media in 2016 and US$27 million in the first half of this year, according to Kantar Media.

 

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Hasbro

Hasbro and NBCUniversal’s Telemundo and social media marketing agency Being Latino have closed an integrated Spanish-language media deal, Mediapost has reported. The deal includes a three-month campaign targeting Latina mothers, using Hasbro’s “Fun with Mom” messaging. The campaign began last October 23, appearing on Hasbro and Telemundo brand channels.Videos of Hispanic social media influencer Evesther will showcase moments with mothers and their children playing together and will highlight Hasbro products including Transformers, Play-Doh, Baby-Alive and Pie Face.The campaign will use the hashtag #MomentosConMamá to amplify social reach and receive additional exposure through NBCUniversal’s Social Synch offering.

 

 

 

  • BMW

German carmaker BMW has launched a review for its U.S. Creative AOR assignment, the has confirmed. KBS is the incumbent and has been invited to defend the account. In 2016, Interpublic Group’s UM retained BMW’s North American media planning and buying account after a review. The agency has also picked up media planning for BMW-owned Mini, after previously handling buying.BMW spent around US$200 million on measured media in the U.S. in 2016, according to Kantar Media.

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Vice Media announced that it will be doing scripted video programming through a partnership with digital media studio Blackpills. All of the content will be made for mobile viewing and distributed exclusively through Vice’s online video channel.

AT&T, Verizon, Johnson & Johnson and other leading U.S. advertisers are pulling hundreds of millions of dollars in ads from Google and YouTube due to worries that their ads appear next to extreme, hateful content. AT&T will halt all ad spending on Google except for some search ads.

Adobe has revealed two new “clouds,” Experience Cloud, which includes an extensible platform, data, and content systems, and Advertising Cloud, which “rings performance and brand advertising data together so advertisers can see it all in one place, and view their campaigns in a cohesive way.”

Instagram announced that users will now be able to save live videos to re-watch later. At the end of a live video, a ‘Save’ button will now appear in the upper right corner.

Comcast Technology Solutions has entered into an international channel deal with broadcasting and media technology systems architect Qvest Media to offer Tier-1 broadcasters, telecommunication operators and pay-TV companies tools that simplify the publishing, distribution and monetisation of online video content.
Altice N.V. announced that it has entered into an agreement to acquire advertising marketplace Teads, which has an audience of more than 1.2 billion unique visitors including 720 million via mobile.
 MGID, a provider of native advertising and marketing solutions, announced that its user dashboard is now available in Spanish. The launch is the first in a series of localized user interface rollouts, and will provide a more streamlined experience for MGID’s Spanish-speaking clients.
 DMP Lotame announced the general availability of Lotame Onboarding — a people-based marketing service powered by LiveRamp™ IdentityLink — following a successful beta testing period.

Deloitte‘s latest study, the “Digital Democracy Survey” asserts that 80% will skip digital TV/video commercials, and that over 70% of Millennials and younger Gen Z viewers find mobile ads to be “irrelevant.”Ad-blocking software is a big part of Millennials’ digital media usage: 45% use ad blocking software, with 89% saying that they use it to avoid all advertising. 40% of these respondents use ad-blocking software on their smartphones.

A study of Kellogg Co. brands by Nielsen Catalina Solutions found that when online video ads that meet the Media Rating Council standard saw higher sales lift than those that did not. Ads deemed “likable” by panelists for copy testing firm Ace Metrix had the strongest sales lift of all – a 172 index where 100 is the average for people exposed to ads in the study.

Akamai Technologies announced it has a new technology, Akamai Media Acceleration, to improve the viewing experience for people who watch over-the-top video services.

The Association of National Advertisers has called on digital “walled gardens” — platforms that intermediate their users’ identities with advertisers who target them through the platform’s closed ecosystem — to “allow independent audits” by industry audience ratings self-regulatory watchdog, the Media Rating Council (MRC). The ANA issued an advisory calling on the platforms and explicitly citing the likes of “Amazon, Foursquare, Instagram, LinkedIn, Pinterest, Snapchat, and Twitter,” following a member survey, which found that 90% favored independent audits by the MRC.

LATAM MARKET

AT&T‘s operations in Mexico have been successful, partly thanks to their online video efforts, as the service saw 1.3 million wireless net subscribers in 4Q16. In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, with weak performance in Brazil. The total number of Latin American subscribers for the company now stands at 12.5 million.

The Brazilian ad tech company Predicta has entered into an agreement with video ad platform YContent, whose products allow publishers to attach video to any form of content on websites.

New research from Interact and the Argentinian Association of Digital Agencies reveals that 60% of respondents professionals forecast positive results by the end of the year, with uninterrupted growth, despite a surrounding changing environment.

What:Adobe has entered into a definitive agreement to acquire TubeMogul for approximately US$540 million net of debt and cash.
Why it matters: TubeMogul acquisition brings  a DSP into the Adobe Marketing Cloud.  Adobe will now be able to expand substantially into display digital media as well as programmatic TV. The online video and programmatic space are consolidating. Over the last two years Adap.tv went to AOL for US $405 million, BrightRoll went to Yahoo for US $640 million and LiveRail went to Facebook for between US $400 million and US $500 million.

descarga-1 descargaAdobe announced it has entered into a definitive agreement to acquire TubeMogul for approximately US$540 million net of debt and cash. Under the terms of the agreement, Adobe will commence a cash tender offer to acquire all of the outstanding common stock of TubeMogul for US$14 per share.

TubeMogul is a leader in video advertising, with a single platform that enables brands and agencies to plan and buy video advertising across desktops, mobile, streaming devices and TVs. Adobe Marketing Cloud is a comprehensive and integrated solution for delivering exceptional digital experiences. Adobe’s acquisition of TubeMogul will create the first end-to-end independent advertising and data management solution that spans TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands.

By acquiring TubeMogul, Adobe strenthens its display and programmatic TV offering.

Video consumption is exploding across all devices and video advertising is the fastest growing advertising category. Adobe is the leader in video content creation and delivery with its Premiere Pro CC and Primetime solutions. Adobe’s acquisition of TubeMogul will enable brands to capitalize on the meteoric shift to online video.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

The acquisition of TubeMogul further strengthens Adobe in digital marketing and advertising technology. Building upon its expertise in search, display and social advertising planning and delivery with Adobe Media Optimizer, 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, combined with Adobe Marketing Cloud, will give customers access to first-party data and measurement capabilities from Adobe Audience Manager (Adobe’s data management platform) and Adobe Analytics respectively.

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

TubeMogul is a video demand-side platform (DSP) leader according to Forrester Research in its Q4 2015 Forrester Wave™ Video Advertising Demand Side Platform report. Adobe and TubeMogul share a long list of joint customers that will benefit from the integration of TubeMogul into Marketing Cloud solutions. Joint customers include Allstate, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, Nickelodeon and Southwest Airlines.

“Adobe and TubeMogul share a similar culture and vision for the future of advertising,” said Brett Wilson, CEO and co-founder, TubeMogul. “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. We’re thrilled to call Adobe home and believe this will be a great move for our clients, team and shareholders.”

TubeMogul CEO Brett Wilson will continue to lead the TubeMogul team as part of Adobe’s Digital Marketing business. TubeMogul and Adobe are both present in Latin America

 

What: Adobe has announced a strategic alliance with Nielsen that is expected to deliver a comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps.
Why it matters: This is an effort to apply TV style ratings measurement to digital properties. ESPN, Sony Pictures, Turner Broadcasting, Univision, Viacom and others are among initial programming partners for initial rollout.

descargadescarga (2)Adobe has announced a strategic alliance with Nielsen that is expected to deliver a comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps.

The collaboration will integrate Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime, digital analytics and online TV delivery platforms. As a result, both companies will jointly market Nielsen’s Digital Content Ratings, Powered by Adobe, which will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions. The product is hyped as the first cross-platform system to give media buyers comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.

Nielsen’s new Digital Content Ratings will be supported by certified Adobe Analytics census data. The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The technology integration is expected to accelerate the adoption of a digital ratings currency, allowing advertisers to better allocate marketing dollars across platforms, and enabling media companies to benefit from insights into the performance of TV and other digital content across screens.

In addition, Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay-TV service providers the ability to quickly measure audiences and viewing behaviors across a broad set of devices. The integration also seeks to drive deeper engagement through the delivery of personalized content and ads.

“Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings—benefitting advertisers, media companies and consumers alike,” said Brad Rencher, senior vice president and general manager, digital marketing at Adobe.

“By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences,” said Megan Clarken, executive vice president, global product leadership, at Nielsen.
ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom are listed among the initial broadcast partners. The product is expected to be available in 2015.

@Nielsen @Adobe

adobe.neolaneAdobe Systems Incorporated has announced it has entered into a definitive agreement to acquire privately held Neolane, a cross-channel campaign management technology, headquartered in Paris, France, for approximately $600 million in cash. This most recent acquisition complements other strategic digital marketing acquisitions, beginning with Omniture in 2009 and followed by Day Software (2010), Demdex (2011), Auditude (2011) and Efficient Frontier (2012).

Neolane integrates online and offline marketing data from across an enterprise – performing robust audience segmentation and delivering marketing messages across channels. It offers a platform for sophisticated automation and execution of campaigns across the Web, email, social, mobile, call center, direct mail and point of sale (POS).

“The acquisition of Neolane brings critical cross-channel campaign management capabilities to the Adobe® Marketing Cloud,” said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing business. “Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane.”

As Guilherme Toussaint, Adobe Systems Senior Account Executive at Adobe Omniture Business Systems for Latin America and the Caribbean said to Portada: “Today, Adobe’s digital marketing business is growing at an average rate of 40% a year and represents 30% of the company’s total income (about $1 billion)”

Neolane will become a sixth solution in the Adobe Marketing Cloud, complementing the existing Analytics, Target, Social, Experience Manager and Media Optimizer offerings. Neolane has more than 400 customers worldwide.

The transaction, which is expected to close in July, is subject to customary closing conditions.

adobe.neolaneAdobe Systems Incorporated has announced it has entered into a definitive agreement to acquire privately held Neolane, a cross-channel campaign management technology, headquartered in Paris, France, for approximately $600 million in cash. This most recent acquisition complements other strategic digital marketing acquisitions, beginning with Omniture in 2009 and followed by Day Software (2010), Demdex (2011), Auditude (2011) and Efficient Frontier (2012).

Neolane integrates online and offline marketing data from across an enterprise – performing robust audience segmentation and delivering marketing messages across channels. It offers a platform for sophisticated automation and execution of campaigns across the Web, email, social, mobile, call center, direct mail and point of sale (POS).

“The acquisition of Neolane brings critical cross-channel campaign management capabilities to the Adobe® Marketing Cloud,” said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing business. “Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane.”

As Guilherme Toussaint, Adobe Systems Senior Account Executive at Adobe Omniture Business Systems for Latin America and the Caribbean said to Portada: “Today, Adobe’s digital marketing business is growing at an average rate of 40% a year and represents 30% of the company’s total income (about $1 billion)”

Neolane will become a sixth solution in the Adobe Marketing Cloud, complementing the existing Analytics, Target, Social, Experience Manager and Media Optimizer offerings. Neolane has more than 400 customers worldwide.

The transaction, which is expected to close in July, is subject to customary closing conditions.

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Conde Nast just announced the introduction of” digital catalyst groups” to facilitate digital audience buying processes. Christopher Reynolds, VP of marketing analytics at Conde Nast, explained during a panel at the Adobe Summit that Conde Nast has developed catalyst groups in order to efficiently deliver advertisers digital audiences.

Conde Nast’s digital analytics team has classified Conde Nast 55 million subscribers into 10 audience segments. The analytics team scoured over on and off-line data and syndicated research. Catalyst groups include “Alpha-Millennial,” which account for young influencers; “Lovemark Mom,” moms who prefer brand names over generic brands; “Motor Maven,” consumers who are ahead of the car curve; the well-traveled “Shopping without Borders” group; the “Tech-thusiast” set; and mostly-single and highly social “On-The-Towners.”

“The idea of delivering huge customer volume and let advertisers choose doesn’t work anymore”, Christopher Reynolds, VP of marketing analytics at Condé Nast, said during a panel at the Adobe Summit which is taking place in Salt Lake City, Utah.

To make editorial changes based on trending analytics may not result in the best content for a media properties core audience.

Interaction between editorial and analytics

Asked by Brad Rencher, SVP and General Manager of Digital Marketing at Adobe?, about the relationship between the editorial team and the digital analytics team at Conde Nast. Reynolds noted that the editorial team often works more with gut feeling and that this does not have to be a bad thing. Digital Analytics, however, allows to see what a media properties core audience. On the other side, Reynolds warned that to make editorial changes based on trending analytics (e.g. Trending themes on Twitter) may not be the best fit for the core audience.

Guilherme ToussaintGuilherme Toussaint, Senior Account Executive at Adobe Omniture Business Systems for Latin America and the Caribbean, says that “digital marketing is a priority division for Adobe” and has been since 2009, when the company acquired digital marketing company Omniture for $1.8 billion.

Adobe began betting on digital marketing in Latin America in 2011, after creating a dedicated unit for it headed by Toussaint. Among the agencies Adobe works with in the region are WPP, Omnicom, Publicis and Interpublic. In Latin America, the company works with clients such as GM, Ford, Sony, and Lenovo.

In Brazil in particular, the company has content portal clients such as Globo and Terra Networks, and some major players in the technology and tourism markets, but is not allowed to divulge names.

“Today, Adobe’s digital marketing business is growing at an average rate of 40% a year and represents 30% of the company’s total income (about $1 billion)”

 

Adobe’s strategy in Latin America

Adobe’s digital marketing strategy in Latin America consists of two main points, according to Toussaint:

  • Market education
  • Local partners

For Toussaint, these two points are critical. Market education involves incorporating the dynamic timing of digital marketing and the need for constant change.

“We work with a network of local partners to jointly offer specific solutions” says Toussaint. “We believe that working with agencies is best for using our products, because they understand the need for change and the activity involved in digital marketing,” he adds.

 

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– Portada: What advice do you have for planning a digital marketing strategy in the region?

– Guillerme Toussaint: Where should I start? That’s one of the most frequently asked questions we get from Adobe customers. At Adobe, we start by looking at a long-term investment strategy in digital media. We analyze the specific strategy for each client, taking into account not only the technology part but also the client’s position within its specific market.
By focusing only on a short-term strategy, you risk betting on a technology that in the near future will most likely need to be integrated, or even replaced, with others.

– P:  What tools does Adobe offer in this area??

– GT: Adobe offers five solutions in what we call the Marketing Cloud:

Adobe Analytics: Analytical solutions/audience segmentation

Adobe Social: Social channel metrics and management
Adobe Media: Advertising management

Adobe Target: Indexes for content delivery

Adobe Experience Manager: Content management and publication in mobile, web and social media

– P: How do you develop advertising for Adobe products in the region?

– GT: We execute individual actions with our customers. We’ll also be doing advertising campaigns in the region, but for the moment we are focusing on carrying out these actions. We will also be doing PR-related marketing events.

Our marketing is more “one-to-one” than “one-to-all,” because each account is different. Our marketing is not mass marketing.

Predictive Marketing: In search of new metrics tools

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Clients state that it is very difficult to invest in digital marketing because of the variety of channels available (media search, mobile, display, etc.), says Toussaint. “That is why we need to know how much is gained and how much is lost when moving budgets from one channel to another,” he notes.

We need tools to predict where our investment will grow or decrease when changing digital channels.

Adobe is currently developing tools for what is called “predictive marketing,” a new idea that allows the prediction of investment flows by using financial market-based algorithms. “The possibility of having conversion metrics is an opportunity for this market,” says Toussaint. “We need to know exactly what the client is investing in when it comes to digital campaigns.” This is why I believe that the CMO is the new CFO.

Today’s marketing executive has to know exactly which channels are working and which are not.

Guilherme Toussaint works at Adobe’s offices in Sao Paulo, Brazil, where he oversees the Digital Marketing unit and its business throughout Latin America. Adobe has had a market presence for 30 years, with offices in Brazil and Chile for its Southern Cone operations, as well as in Colombia, which handles the company’s business in the North Cone and Mexico.

Translation: Candice Carmel