Software and solutions provider, Adobe has announced its Facebook Exchange (FBX) offering used with Adobe Media Optimizer is now available for public use following a successful trial period.
Marketing is a tricky business. Customers not only expect companies and businesses to be constantly engaging through and updating its social channels, but also launching campaigns that appeal to both a mass and specific audience. As Adobe says, “effective advertising starts with putting the right message in front of the right people, at the right time.”
It is because of this motif that marketers have to find a solution that can effectively monitor current data and predict what should be included in their current and future campaign strategies.
What is the Adobe Media Optimizer?
With this in mind, Adobe’s Marketing Cloud (the former Digital Marketing Suite) offers Media Optimizer, an advertising platform. It gives users a singular view of their advertising campaigns and allows them to see how placements, messages and other forms of engagement are doing across all channels. In addition to this, the platform also provides users with a ‘forecast’ of how their marketing campaign will perform based on current consumer trends and algorithms.
This data can also help users determine which ideas will help a potential customer become a repeat customer and improve the company’s overall revenue.
Additional tools included with Media Optimizer are: Adobe AdLens for cross channel advertisement optimization, Adobe Audience Manager, a data management platform and Adobe SiteCatalyst, an analytics product.
Showcasing the Adobe AdLens product
Other components of the Marketing Cloud include Adobe Analytics and Adobe Social, a tool that helps turn conversations into conversions.
The Facebook Exchange Connection
With the public launch its Facebook Exchange (FBX) offering within Media Optimizer, senior product marketing manager for Advertising Solutions at Adobe, Pete Kluge, says the integration allows users of the Adobe platform to target audiences easily and efficiently through a display, social and search based advertising strategy.
The FBX is a relatively new way for companies and agencies to do real-time bidding (RTB) for Facebook ads, based on tracking data these companies obtain through tracking cookies they use on their own websites. Adobe is a Facebook Strategic Preferred Marketing Developer, so it is one of the first partners to offer this integration with FBX.
During the beta of the FBX offering, Adobe found that the media platform was quite popular and an efficient tool. According to Kluge, beta clients who ran targeted campaigns found that conversion rates relating to leads and clicks were up 70 percent and that the cost per lead was 50 percent less than than the average for all eight supply sources. In addition to this, Adobe found that its platform had the second best performance rate of the supply sources.
By enabling customers to set an objective (“conversion goal”), Adobe’s ad platform optimizes campaigns across segments (audience, creative, and supply sources) and their different permutations to meet that objective,” says Kluge.”Strong performance during the beta program resulted in Media Optimizer shifting spend to FBX, delivering a higher percentage of impressions against better performance segments in FBX.”
Adobe in the News
This isn't the only February news from Adobe, they've also recently announced updates to the LiveCycle Form & Document Management Platform for Mobile and updated the security features for Flash Player.