Adobe Systems Incorporated (NASDAQ:ADBE) announced a couple of key new additions to its Adobe Marketing Cloud. Overnight in London, the company revealed the Adobe Media Optimizer digital advertising platform and new capabilities for Adobe Analytics. Adobe also showed off its new software-as-a-service offering, the Adobe Experience Manager Communities.
Adobe fine-tunes targeting capabilities
At the summit, Adobe Systems Incorporated (NASDAQ:ADBE) said the new release of Adobe Systems Incorporated (NASDAQ:ADBE) utilizes “new, predictive modeling algorithms” to forecast and optimize advertising campaigns across display, social and search ad channels. The company said it expects its new release to increase performance by up to 25%. Adobe says it makes the online marketing experience more efficient for the marketer by simplifying campaign management.
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“Accurately predicting campaign performance across desktops and mobile platforms is imperative for optimal success in the programmatic ad market,” said Justin Merickel, senior director of Adobe Systems Incorporated (NASDAQ:ADBE)’s Advertising Solutions segment, in a statement. “Adobe Media Optimizer is the first solution in the industry to truly pioneer algorithmic optimization. By capitalizing on big data, customers can accurately predict campaign outcomes for maximum return on their investment.”
Adobe enhances Adobe analytics
Adobe Systems Incorporated (NASDAQ:ADBE) also said overnight that it has enhanced its Adobe Analytics product. The company said the second quarter Forrester Wave Report named Adobe Analytics a leader. It also said the segment is extending its market lead through live streaming, “predictive marketing decision trees,” new analytics for mobile apps and support for Apple Inc. (NASDAQ:AAPL)’s iBeacon.
The new functionality includes full access to live event data streams that feed into Adobe Analytics. Marketers also have access to “new decision trees.” The new trees help marketers predict what decisions customers are most likely to make and better influence their likelihood of responding in a desired manner to their marketing, whether that’s making a purchase, watching a video, or responding in some other way.
Adobe Systems Incorporated (NASDAQ:ADBE) also now allows marketers to tie together successful mobile app downloads with actions taken in the app to measure how successful a campaign is. The company also said it is the first mobile provider to use Apple Inc. (NASDAQ:AAPL)’s iBeacon to enable measurements and response to mobile user engagement.
Adobe launches Experience Manager Communities for Learning
The company also highlighted its Adobe Experience Manager Communities for Learning. The software-as-a-service product enables customers to build their own social communities around social learning. Adobe Systems Incorporated (NASDAQ:ADBE) defines it as “a turn-key solution enabling instant creation of communities to quickly drive ROI.”