Founded in 2004, Cranston, RI-based jewelry brand Alex and Ani scored a spot on Inc. 500’s fastest-growing brands in America list in 2012 and continues to garner a fashion-forward fanbase for its popular charms and bangles. Alex and Ani also has a division, Affinity, that builds corporate partnerships, through which the company sells licensed merchandise […]
Enterprise software companies are racing to soak up marketers’ budgets by building out their marketing suites with acquisitions, partnerships and new products. Those players include Adobe, Salesforce.com, Oracle and IBM. As the year comes to a close, here’s a snapshot look at these companies’ marketing stacks and some of the gaps that each company has […]
Traffic accidents are more orderly than the backend of most websites. At any given moment, a multitude of information fires off a page — information about who a visitor is, where she came from, her operating system or device profile, which ads are being served up, which videos are being played, etc. This has created […]
Online ad creativity – or the perceived lack thereof – is one area that brands, agencies and publishers frequently complain about. But the fixes tend to involve vague plans about working with Adobe or Google to develop cross-screen creative. Flite, the Condé Nast-backed ad platform developer, has released a free, browser-based software called Design Studio, […]
One of the first items nixed from Adobe Campaign management – once known as Neolane, the French cross-channel marketing automation platform Adobe bought for $600 million this summer and rolled into the sixth leg of the Marketing Cloud – was a standard pricing model. Beginning Jan. 20, Adobe Campaign will be licensed to user-companies through […]
A significant update to Adobe’s Analytics suite seems almost on cue from Google, which recently formalized data-driven attribution modeling for Analytics Premium users. One new feature, Anomaly Detection, helps users identify statistical anomalies in their marketing data — useful for incident detection or to expose new areas of opportunity. “The more advanced feature we’re announcing […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ramsey McGrory, CEO at AddThis. The formula used to be simple: In order to drive a transaction, you needed a combination of compelling creative and a clear message delivered […]
Twitter’s acquisition of mobile ad exchange MoPub came within two weeks of its acquisition of social TV analytics Trendrr and the wide release of lead-generation cards. These staccato moves, according to one Twitter Ads API partner company, are exactly what Twitter needs to counter Facebook’s aggressive pipeline of ad products. “They’re doing a nice job […]
Today’s DMPs clearly stand out from each other and from other parts of the digital marketing landscape, according to the Forrester Wave DMP Q3 2013 report. Forrester Principal Analyst Joanna O’Connell profiled seven players that are pushing the envelope. More than as a result of competition from each other, the increasing use of mobile devices – and […]
Marketers are looking for better methods to assign value across the entire customer journey and Google appears to be answering the call. Today, building on its Multichannel Funnels and Attribution Model Comparison tools for Google Analytics, Google has rolled out Data-Driven Attribution globally for Google Analytics Premium customers. Bill Kee, product manager for attribution at […]
David Karnstedt, a veteran of digital media who led and then sold Efficient Frontier to Adobe, has left the company for unspecified “opportunities.” Adobe confirmed Karnstedt is no longer SVP and GM for media and advertising solutions, a position he has held since the 2012 acquisition of search and display ad-management platform Efficient Frontier, where […]
After six months in beta, LinkedIn unveiled its “Sponsored Updates” feature for marketers with budgets of all sizes, and mindful of balancing current trends around programmatic, native advertising and content marketing. Alison L. Engel, LinkedIn’s senior director of global marketing, acknowledged that those terms sum up the latest evolution of the professional social network’s advertising […]
When it comes to variability between desktop and mobile advertising on Facebook, new data from Adobe suggests context and content matter in native ad placement. Desktop newsfeed ads yielded a 14% greater click-through rate than right-hand side ads, according to a recently published study that looked at an aggregate of customer data for cross-channel ad […]
Among Adobe’s visions for its Marketing Cloud suite of products is enabling a streamlined process of creating content and delivering it all the way through to campaign execution, the company said. Just weeks after Adobe’s announced $600 million acquisition of marketing automation company Neolane (See AdExchanger story) to round out its creative and content capabilities […]
Once upon a time, ad agencies were masters of data. Which is to say, research. Before the internet, firms like Leo Burnett and The Martin Agency wielded – and still wield – sizeable research budgets, which they used to uncover demographic opportunities and strategic consumer insights. These insights were turned into big ideas and placed […]
Since its inception in 1999, Restaurant.com has helped customers save $1 billion by offering more than 50,000 gift certificate options at dining destinations across the country. Its premise is simple – help diners and restaurants discover one another, and encourage loyalty to local merchants by brokering savings through discounts. Restaurant.com also acts as a stand-in […]
Adobe Systems’ $600 million acquisition of cross-channel marketing automation company Neolane begs the question: What is the use case for an advertiser, and how will the platform fit with Adobe’s stack? In the words of Suresh Vittal, Neolane’s chief product officer, Neolane helps solve campaign managers’ need to distribute content to the right audiences based […]
The mega-vendor wars continue. Today, Adobe Systems announced plans to acquire Parisian cross-channel marketing automation player Neolane for $600 million. The move comes weeks after cloud giant Salesforce.com said it would buy email and CRM vendor ExactTarget for $2.5 billion (AdExchanger story), part of a plan to “double down” on its Marketing Cloud strategy in the […]
AdExchanger is in the French Riviera, where some 12,000 people have gathered for the 60th annual Cannes Lions festival of creativity. We’ll have updates throughout the week, and a definitive (!) answer to the question, Can Big Data can play nice with the Big Idea? This morning Adobe hosted a discussion around advertising and trust, […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Sid Shah, Director of Business Analytics for Advertising Solutions at Adobe. As a technical, data-savvy CMO, you want to make all key strategic decisions based on data and predictive […]
Using customer data to personalize or optimize individuals’ website experiences can increase conversion and customer satisfaction, yet a majority of digital marketing professionals do not prioritize it, according to two recent studies from Adobe and Econsultancy. As marketers leverage more digital tools, turning to real-time behavioral and existing customer data helps segment website visitors and […]
As tablet usage increases, magazines and other publications are working to create digital editions that take advantage of features on devices like the iPad and iPad mini. New York-based publisher Bullett Media has expanded its offerings into the ad agency space, providing education and creative offerings for clients. Working with Adobe Digital Publishing Software (DPS), […]
As CMO for Adobe, Ann Lewnes is in a unique position: “a marketer marketing to marketers.” But that, she says, gives her an advantage in understanding the company’s target audience. Lewnes sat down with AdExchanger at the Adobe Summit earlier this month to talk not just about the new Marketing Cloud from Adobe, but also about […]
Tablet usage is growing at an impressive speed, with traffic from tablet devices doubling over the past year, according to new data from Adobe’s Digital Index. Additionally, tablets surpassed smartphones for the first time in February 2013, when looking at global traffic share. Adobe looked at more than 100 billion visits to more than 1,000 […]
What did marketers take away from the Adobe Digital Marketing Summit in Salt Lake City last week? Below we recap some keynotes, breakout sessions, and broad themes from the conference. The Wednesday evening general session, featuring a conversation between Federated Media’s John Battelle and Twitter’s Adam Bain, garnered a lot of buzz online (AdExchanger story). During the […]
While the Wednesday morning keynote at the Adobe Digital Marketing Summit focused on a mega-demo of the new Adobe Marketing Cloud, the Thursday session took a big picture view, with NASCAR, adventure seeker Felix Baumgartner, NBC Sports, and Khan Academy sharing stories of challenges overcome and lessons learned. Taking Risks Baumgartner, who jumped from the edge of […]
More than 5,000 people from 27 countries came together in Salt Lake City for the annual Adobe Digital Marketing Summit, where they have heard about Adobe’s latest news from top executives, seen how clients and brands from a wide range of industries leverage these tools, and discussed trends and challenges facing marketers today. The Last Millisecond: In Marketing […]
Adam Bain, president of global revenue for Twitter, took some jabs at Facebook and explained his marketing vision for Twitter at the Adobe Digital Marketing Summit on Wednesday afternoon. Federated Media CEO John Battelle led the Q&A. After sharing the latest news from Twitter — that the social network now has more than 200 million active […]
Christopher Reynolds, VP of marketing analytics at Condé Nast, spoke about how the publisher is improving its audience knowledge and helping advertisers better leverage its sites, at the Adobe Digital Marketing Summit this morning. “There is a lot of pressure from the buying side to focus more on the audiences,” Reynolds told Adobe’s Brad Rencher […]
At its 2013 Digital Marketing Summit in Salt Lake City, Adobe Systems announced an upgrade to its digital advertising and analytics platform. And it debuted a new, socially enhanced user interface and mobile capabilities for the Adobe Marketing Cloud. The company’s Media Optimizer, a cross-channel ad management platform, will be available in two versions: standard […]
